Mondelez World Travel Retail (WTR) has partnered World Duty Free Group (WDFG) to launch the new Cadbury travel retail exclusive tablet range with bespoke “˜Greetings from London’ sleeves at London Heathrow Terminal 2.
The sleeves were developed in line with WDFG’s aim to grow confectionery sales through increased Sense of Place, a strategy mirrored in the recently opened T2’s broader retail offering through a distinct “˜Best of British’ theme.
The promotion is supported by playful communications in highly visible locations, reflecting Cadbury’s British heritage through Dairy Milk Queen’s Guard figurines. Customers purchasing any three tablets are offered the opportunity to package them in one of the bespoke sleeves.
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The Cadbury activation at London Heathrow T2 features bespoke “˜Greetings from London’ sleeves and combines in-store theatre, Sense of Place and a multi-purchase promotion | |
According to Mondelez, the combination of attractive in-store theatre, the memorable Sense of Place elements and the multi-purchase mechanism have made Cadbury the number one selling confectionery brand since the opening of T2, also known as The Queen’s Terminal.
“With Cadbury’s uniquely British heritage, it is fitting that this promotion has been used to spearhead the confectionery category on the opening of The Queen’s Terminal,” said Mondelez WTR Category Marketing Manager Nicole Hatt.
“We have drawn on this heritage to create a promotion which aligns perfectly with both WDFG’s drive for Sense of Place in the confectionery category and with our own Delighting Travelers vision. Not only are we growing sales of Cadbury but are also using its strong visual identity and emotional connection with consumers to signpost the category and draw more shoppers into the confectionery offering,” Hatt added.
World Duty Free Group Category Buying Manager Tim Sargent said: “Cadbury is a hugely important brand for WDFG at Heathrow – not only as the number one selling confectionery brand but also as a true British power brand. This promotion from Mondelez WTR ties in perfectly with the gifting trend in confectionery and provides customers with a universally appealing memento from their trip to London. The results have been extremely impressive and have built a significant amount of momentum for both Cadbury and the wider confectionery category in our new Queen’s Terminal retail offering.”
Exclusive to travel retail, the Cadbury tablet range includes Cadbury Marvellous Creations in two variants – Jelly Popping Candy Shells and Cookie Nut Crunch – and the classic Cadbury Dairy Milk, Cadbury Dairy Milk Whole Nut and Cadbury Dairy Milk Fruit & Nut in new formats and packaging designs.
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The travel retail exclusive Cadbury tablet range includes the new Marvellous Creations |
