Mars opens up ‘M brella’ promotion to travelling consumers

INTERNATIONAL. Mars International Travel Retail has launched a global summer promotion offering a free colourful “˜M brella’ as a gwp with the purchase of any two M&M’s 430g pouches.

The promotion has been a strong driver of multiple purchases, the company said. It went live on 1 July and launched at 70 airport, inflight and ferry locations across the world.

At Copenhagen Airport, added in-store theatre created such a success that promotional forecasts were quickly exceeded by over +40%, and new supplies needed to be rushed in within the first week, Mars International Travel Retail claimed.

The promotion has been a smash hit with Heinemann Duty Free at Copenhagen Airport (above and below)


Marketing Director Mars International Travel Retail Lieke Duijmelings said: “The “˜M brella’ is a simple but colourful way to express the fun and vibrancy of the M&M’s brand. Whether it’s to protect the traveller from the blazing sun in Dubai or the drizzle of an English summer in London, the “˜M brella’ is also an iconic accessory that’s useful for any journey.

He continued: “With M&M’s and indeed across the confectionery category we’re always looking to deliver fun and engaging products and promotions designed to excite travellers across the globe and attract them in-store.”



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