Welcome to the latest edition of The Moodie Davitt Spotlight Series eZine, where we explore The M&M’S Experience concept and its significance for Mars Wrigley International Travel Retail’s evolving vision for the confectionery category.
The company is rewriting the confectionery playbook with its M&M’S Experience: a multi-sensory, immersive concept designed to meet the needs of today’s travellers, drive recruitment and conversion, and reimagine confectionery as a place for joy, engagement and experience.
At the heart of this ambition lies a critical audience: Gen Z and Millennials, which together now account for 53% of all travellers. The challenge, according to Mars Wrigley International Travel Retail, is attracting and holding the attention of this important demographic in the airport and the M&M’S Experience addresses this head on.
The concept is built around three strategic pillars: Brand Partnerships, Interaction & Engagement and Personalisation & Sense of Place. Together these create a layered experience rooted in insight while offering travellers new ways to connect with the brand.
M&M’S is also driving a broader strategic shift. Through collaborations with brands such as kate spade new york and Crocs, M&M’S is stepping beyond the traditional confectionery aisle and into new dimensions of consumer engagement.
Equally central is the role of Experience & Engagement, where M&M’S delivers on its brand promise of More Fun Together. The PlayHub brings gamification into the heart of the duty-free environment, inviting travellers to take part in challenges that spark joy and shared connection.
We also highlight recent innovations that leverage Personalisation & Sense of Place and explore how Mars Wrigley International Travel Retail is advancing its ‘Sustainable in a Generation’ agenda.
Finally, this edition features a wide-ranging interview with Mars Wrigley International Travel Retail Market Director An De Volder, who sets out the company’s long-term growth vision. From driving footfall and ensuring price accessibility to delivering memorable brand experiences, the company is charting a course for the future of confectionery in travel retail.
We hope you enjoy this edition of The Spotlight Series, which shines a light on how innovation, insight and imagination can transform the way travellers experience one of the channel’s most vibrant categories. ✈
The Moodie Davitt Report Brands Director Hannah Tan
