Sugar-confectionery company Perfetti Van Melle (PVM) has partnered with leading travel retailers in a big promotion for its Chupa Chups and Mentos brands.
Activations to date underline the company’s commitment to engaging with travellers on the shop floor, with featured slogans ‘Bring Home the Fun’ for Chupa Chups and ‘Say Yes to Fresh’ for Mentos.
The promotions started earlier this year through a collaboration with Gebr. Heinemann to highlight Chupa Chups at Istanbul Airport in January and February.
The partnership continued with a Mentos Spin and Win promotion at Copenhagen Airport in April and, in May, PVM joined forces with Lagardère Travel Retail in a ‘Have Fun in Rome’ Chupa Chups activation at Rome Fiumicino Airport.
In June, Chupa Chups and Mentos promotions with Dufry launched at the travel retailer’s Basel, Marrakech and Amman airport locations, along with a dual-branded promotion with Portugal Duty Free at Faro Airport.
July saw the Chupa Chups tiger mascot included in promotions at Lagardère Travel Retail’s Brussels airport store, while in the same month, the Chupa Chups toy plane gift set made its debut at Heinemann’s flagship Hamburg location.
This month PVM will partner with Dubai Duty Free to launch a Chupa Chups mega lollipop concept and, in Q4 (October-November), the eye-catching Chupa Chups digital customer engagement kiosk – previewed during TFWA world Exhibition last year – is set to launch with Dufry at Istanbul Airport.
PVM Brand Manager Femke van Veen said: “We are seeing continued investment in promotional activity on the duty free shop floor in 2023. Our global travel retail division is expanding, and we have embraced several opportunities for bespoke, local activations with key partners.”
She noted that the promotions programme continues in the second half of the year as the company focuses on optimising customer experiences in the travel retail space. 
