 |
The launch of the Oreo range introduced a new category (biscuits) to retailers, says Mondelez |
Mondelez World Travel Retail (WTR) is celebrating a successful first year for the Oreo brand as it prepares for the TFWA World Exhibition in Cannes next week (Stand Number: Riviera Village RG5).
Since the global launch of the travel retail exclusive Oreo range in 2012, Mondelez has introduced a new category (biscuits) to several retailers, posting high incremental sales with results way above initial expectations, the company said.
Mondelez WTR Managing Director Andreas Fehr commented: “Although we were always confident of our ability to bring a number one biscuit brand globally into the travel retail channel, we are delighted that it has been received so well by trade and consumers alike – and that’s why we have ambitious plans for the brand going forward.”
The brand is said to address all three pillars of Mondelez’s Delighting Travelers category vision: More Shoppers, More Spend, More Often.
The Oreo mascot, for example, not only brings the brand to life at the point of sale but also acts as a main attraction point in the shopping area, constantly pulling in crowds of travellers who want to have their picture taken with the giant-sized cookie. In addition, the in-store Oreo visuals featuring amusing travel images constructed from Oreo cookies serve to “bring a smile to travellers’ faces”, the company added.
The travel retail exclusive Oreo tin has also seen “unprecedented demand”, thanks to its attractive price point and the high re-use value of the tin.
Mondelez WTR Manager Category Marketing Nicole Hatt said: “This item is selling exceptionally well and we are especially excited that it has been selected as a finalist in the 2013 Frontier Awards, in the ‘Star Product of the Year’ category. We are keeping our fingers crossed for a winning result in Cannes.”
 |
 |
Airport promotions are brought to life by the Oreo mascot and attention-grabbing displays |
