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The M&M’s Maxi Pouch (440g) |
Mars International Travel Retail (MITR) will present its major new strategy positioning as well as new products and activations for 2015 at the TFWA World Exhibition in Cannes this month (stand number: Bay Village 09).
With a focus on sharing and gifting among its core brands, product novelties include:
M&p’s Exclusive Pouch – Designed for sharing with friends or family, this new range of M&M’s chocolate is available in Maxi size (440g) and Large size (340g).
M&M’s Mug – Suitable for gifting, this new M&M’s mug comes with a snappy quote and a 45g packet of M&M’s chocolate. It is available with either the Red or Yellow M&M’s character.
Multipack Bars – Available for Twix, Mars, Bounty and Snickers, these multipacks include eight full size bars.
Miniatures Sharing Box – Ideal for sharing and gifting, the new 260g boxes are available for Mars, Twix and Snickers.
Travel Bites – Suitable for families whose members have different confectionery tastes, the new Travel Bites comprises 15 sharing bags in a 450g pouch which includes M&M’s, Skittles and Maltesers.
Galaxy Multipack Tablets – The new Galaxy Multipack Tablet offers eight 114g bars of Smooth Milk, Cookie Crumble, Caramel (135g) and Honeycomb Crisp.
Skittles Sharing Bag – This new Skittle sharing bag contains 20 mini bags.
Enhanced Wrigley’s range – With a new design and improved formulas, Wrigley Extra introduces two new flavours: Peppermint and Spearmint. The range is available in both bottle and five-pack sizes.
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The Miniatures Sharing Box (260g) for Mars, Twix and Snickers |
With its aim to be the leading confectionery company in category management, MITR will be launching its new strategy presentation at the Baoli Club on 28 October. Focusing on adding value to every part within the Trinity, the company will be introducing “a new way of working within travel retail”. With interactive elements and key influencers within the industry present, the event will focus on its new vision, the simplicity of its implementation and its future sustainability.
MITR Marketing Director Lieke Duijmelings commented: “This year’s TFWA World Exhibition is extremely important for MITR; we are not only launching a great, exciting new range of products that are perfect for sharing or gifting but we are also launching a whole new travel retail concept based upon extensive market research. Both of course are complementary to each other and will be further enhanced by a high profile activation programme for 2015.”
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The new Twix, Mars, Bounty and Snickers multipacks each contain eight full size bars |
The 2015 activation programme includes new promotional areas developed for high-traffic locations, aimed toward giving retailers the opportunity to differentiate and drive impulse purchasing.
These promotional areas for M&M’s and Skittles create premium pop-up shops and and a fun shop floor atmosphere, ideal for highlighting special promotions and exhibiting the latest products. They are fully adjustable to almost any size, making them extremely flexible for any retail space.
The M&M’s promotional area includes a life-size blow-up M&M’s character, presenting a photo opportunity and offering an added “˜wow’ factor, said MITR.
Following on from its successful “˜Colourhagen’ promotion in partnership with Gebr Heinemann at Copenhagen Airport, MITR is introducing a new interactive concept called “˜What’s Your Favourite Colour?’ Designed to increase sales and improve conversion rates, the game includes a display unit for each M&M’s character that communicates some of the typical characteristics of Red, Yellow, Blue, Green and Orange. Each unit is filled with the top selling merchandise of that particular colour and bestselling chocolate items. The M&M’s Colour Selector is at the heart of this activation, allowing travellers to check which colour suits their personality by holding hands with the unit and letting the machine ‘read’ their colour. Key visuals will be customised according to location.
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Following on from its successful “˜Colourhagen’ promotion in partnership with Gebr Heinemann at Copenhagen Airport (above), MITR is introducing a new interactive concept called “˜What’s Your Favourite Colour?’ (below) to drive sales and improve conversion rates |
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For summer 2015, MITR is introducing a travel retail exclusive M&M’s Travel Mug as a GWP for every three maxi pouches purchased. It comes in five colours, each representing one M&M’s character, alongside a quote such as ‘Another day to be awesome?’ from Red character. Available at high-traffic locations, this GWP is accompanied by eye-catching POS materials such as a sitting cash till display.
MITR has also designed a range of Cooler Bags as a GWP for those who wish to bring home chocolates to friends and family without the risk of melting. Exclusive to the Middle Eastern market, the bags are available for MITR’s three core brands: Galaxy, M&M’s and Snickers.
The Jewels Gift Bag and Celebrations Gift Bag have also been redesigned for seasonal gifting and special occasions, including Ramadan and Christmas. Combining luxury and gifting into one confectionary item, these offerings are based on the bestselling Jewels Casket and the Celebrations Jar. The promotion allows travellers to personalise their gift with a special message.
MITR Activation Manager Lindy Spierings said: “2014 was a very successful year for us; our activations proved to be extremely popular and resulted in increased sales and improved brand awareness. Along with driving sales, all of our activations are fun and interactive and aim to provide excitement to an otherwise dull journey for travellers. We are confident that with the combination of our new activations and the introduction of our new category management strategy, MITR will be at the forefront of driving the growth of the confectionery category.”
All activations can be discussed on the MITR stand in Cannes this year.
For enquiries, contact Lindy Spierings, Activation Manager – International Travel Retail, Mars Nederland BV; tel: +31 (0) 413 383857 or e-mail: lindy.spierings@effem.com.
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The 2015 M&M’s Travel Mug GWP promotion includes eye-catching POS materials |
