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Adding the personal touch: Celebrations Big Sweet comes in three styles |
Mars International Travel Retail (MITR) unveiled new lines from key brands Celebrations and Maltesers at the IAADFS Duty Free Show of the Americas last week.
For the Celebrations brand, MITR has launched a travel retail exclusive Celebrations Big Sweet – a 310g box designed to resemble a giant gift-wrapped chocolate. Customers can choose boxes with one of three gift tag styles – in heart, gift box or star shapes – allowing them to write their own personal message.
In response to the popularity of Maltesers Teasers in the Celebrations mix, MITR has introduced a full range of the chocolate in pouch, sharing bag and bucket formats.
MITR Marketing Director Lieke Duijmelings said: “These new product innovations and renovations are offered to our customers within the Americas alongside an exciting programme of activations for 2014.”
MITR said it had double-digit growth in the Americas last year thanks to promotional activities in the region.
Promotional highlights in 2013 included the M&Ms Mega Beach Ball campaign which took place at Punta Cana International Airport.
MITR worked with Duty Free Americas (DFA) to create a high impact theatre around the offer of a free M&Ms Beach Ball with every two M&Ms Maxi pouches purchased.
Last year also saw MITR open its seventh M&Ms store at Aeropuerto Santiago de Chile. The 3,640sq m outlet, located in Domestic Departures and Arrivals, features a range of gift ideas and is said to provide a Sense of Place through Chilean décor.
Duijmelings commented: “The M&Ms shops work perfectly for us. Our aim for the future is to further accelerate the opportunity with existing locations and we will be announcing the opening of further shops in travel retail very soon.”
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The M&Ms Mega Beach Ball campaign at Punta Cana improved category and store sales |
