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Shoppers are invited to “˜Say it with Chocolate’ by creating a message and taking a photo to share with friends |
Mondelez World Travel Retail (WTR) has teamed up with Dubai Duty Free in the first travel retail activation of Cadbury’s “˜Say It With Chocolate’ campaign.
Marking the launch of the new Cadbury travel retail exclusive tablet range, the multi-site promotion and spans all of Dubai Duty Free’s retail areas and features a number of bespoke elements aimed at driving additional footfall in-store and increasing overall customer spend. These include a Cadbury “˜Chunk’ photo wall positioned outside the entrance to the main Concourse A duty free store.
Besides photo-taking and message personalisation opportunities, shoppers were offered an exclusive limited-edition Dubai-themed sleeve for the new Cadbury tablet range as part of a multi-buy mechanism to increase basket size.
Mondelez WTR Category Marketing Manager Nicole Hatt commented: “The combination of our strong partnership with Dubai Duty Free, as well as the fantastic facilities and passenger mix at Dubai Airport, made this the perfect location for the very first iteration of the Cadbury “˜Say It With Chocolate’ campaign in travel retail.
“In line with our Delighting Travelers category vision, the activation at Dubai combines fun and joyful interactive features, with memorable sense of place and personalisation elements to promote growth across our three strategic pillars – “˜More Shoppers, More Spend, More Often’. This approach has been validated by some incredibly positive sales figures demonstrating growth across the entire Cadbury range.”
Sales of Cadbury are said to have grown by +42%, with tablet sales up by a solid +211%.
Dubai Duty Free Vice President of Purchasing Saba Tahir said: “As part of our drive to continually refresh the customer experience we deliver, we look to category leaders such as Mondelez WTR to bring their best possible concepts to life in our stores. The Cadbury “˜Say It With Chocolate’ campaign has added a new dimension to the confectionery category, delighting passengers while also delivering impressive results. The sense of place element is unique and has clearly struck a chord with shoppers looking for an ideal memento from their trip. ”
The Cadbury travel retail exclusive tablet range includes the new Cadbury Marvellous Creations, available in two variants – Jelly Popping Candy Shells and Cookie Nut Crunch; and Cadbury Dairy Milk, Cadbury Dairy Milk Whole Nut and Cadbury Dairy Milk Fruit & Nut, now available in a new format and packaging design.
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The “˜Say It With Chocolate’ promotion enjoys prime position outside the entrance to Dubai Duty Free’s main Concourse A duty free store |
