Oreo, the world’s number one biscuit brand, has made its debut with Dubai Duty Free in a high-profile launch activation that drove increased spend and footfall.
The multi-site promotion spanned all of Dubai Duty Free’s main retail areas and featured a number of ‘playful’ elements which reflect the Oreo brand identity. These included travel-themed “˜Sense of Place’ visuals and messages, eye-catching merchandising displays and the iconic Oreo mascot.
Besides photo-taking opportunities with the giant-sized Oreo cookie character, shoppers were invited to partake in product tastings and a multi-buy promotional offer.
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The iconic Oreo mascot proved a popular hit with young and old |
The launch portfolio comprised four products from Oreo’s travel retail exclusive range: Oreo Tin, a giant Oreo-shaped biscuit tin filled with separately packed Oreo cookies; Mini Oreo Sharing Pouch, containing ten individual mini Oreo bags in a convenient travel format; Oreo Chocolate Gift, Oreo cookies covered with milk chocolate; and Oreo Travel Pack, serving up two flavours of Oreo in a striking suitcase-shaped box.
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Mondelez WTR Manager Category Marketing Nicole Hatt commented: “Since the global launch of its travel retail range in 2012, Oreo has played a key role in the development of the channel’s biscuit category.
“The brand’s success story continues with Dubai Duty Free, where highly visible and colourful displays and the popular Oreo mascot bring the brand to life at the point of sale, with extremely encouraging results. We would like to thank Dubai Duty Free for its partnership and support and for helping us to bring a smile to travellers’ faces.”
Dubai Duty Free Vice President for Purchasing Saba Tahir said: “We are delighted to be working with Mondelez WTR in bringing this iconic brand to travellers with the launch of the Oreo travel retail range. With lots of promotional activities to create an awareness and excitement factor for this special Oreo offer, customer reactions have been extremely positive.”
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Highly visible and colourful displays bring the Oreo brand to life at the point of sale |
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