Mondelez World Travel Retail (WTR) has big plans for 2016 as it aims to build on Cadbury’s position as the world’s number one chocolate brand.
The first of its new travel retail exclusive lines combines two of the confectionery category’s most powerful brands while the second is the world’s largest Cadbury Dairy chocolate bar.
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‘Say It With Chocolate’: Offering customers the chance to personalise their purchases |
Mondelez WTR has also updated its “˜Say It With Chocolate’ campaign for 2016 aimed at growing sales of the Cadbury travel retail exclusive tablet range through in-store theatre and increased Sense of Place. The company will also introduce a Limited Edition Daim Orange.
The 270g Cadbury Dairy Milk Daim tablet combines Cadbury Dairy Milk and Daim pieces in a new flavour, leveraging the power of cross branding. This combination is available on the domestic UK and Ireland markets and Mondelez WTR expects it to be popular in travel retail.
“Existing awareness of both brands will greatly enhance the likelihood of trial, while its travel retail exclusive format further boosts its appeal,” the company stated.
Its launch is based on the success of Milka Oreo, which highlighted the power of cross-branded confectionery products. “The launch of the new product will create an opportunity to promote the Cadbury and Daim brands together, making for more impactful and space-efficient promotional executions, and eye-catching in-store merchandising,” Mondelez WTR stated.
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Cadbury Dairy Milk Daim combines two of the confectionery category’s most powerful brands while the 850g Giant Tablet is the world’s largest Cadbury Dairy chocolate bar |
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Dubbed as the world’s largest bar of Cadbury Dairy Milk, the 850g Cadbury Dairy Milk Giant Gift Tablet, with sleeve packaging, is aimed at the gifting market. “The launch of the oversized bar broadens the Cadbury offer to consumers around the world and provides retailers with the opportunity to draw attention to the confectionery category with striking and inventive in-store displays,” Mondelez said.
Mondelez WTR Manager Category Marketing Nicole Hatt commented: “Cadbury is a brand admired and loved by travellers from all corners of the globe, making it a hugely important brand for the confectionery category in travel retail. Cadbury Dairy Milk Daim delivers a totally new flavour experience to shoppers in the channel while offering the potential for particularly eye-catching, impactful cross-branded promotional activity which will attract shoppers into the confectionery offer and drive increased sales.
“Cadbury Dairy Milk Giant Gift Tablet is a truly one-off product, notable for its extraordinary size and impactful packaging which combine to create a perfect gift for Cadbury lovers.”
Mondelez WTR has extended its Cadbury “˜Say it With Chocolate’ campaign. Developed to support sales of Cadbury’s travel retail exclusive tablet range, “˜Say It With Chocolate’ offers shoppers the chance to personalise packs of three chocolate bars using a selection of stickers which can be applied to a gift sleeve. The personalised stickers include Thank You!, I (heart = love) you, Congrats! and additional destination-specific stickers for selected locations.
Mondelez said this platform was designed to drive increased basket size by adding value to the standard tablet through personalisation and encouraging a higher volume purchase, as well as adding a Sense of Place. “By emotionalising the confectionery category and rewarding Cadbury fans with a one-of-a kind proposition, Mondelez aims to further drive the three pillars of its Delighting Travelers vision: “˜More Shoppers, More Spend, More Often’,” the company stated.
DRIVING A MORE PERSONAL INTERACTION
In 2016 Mondelez WTR will introduce new POS furniture to enable activation across a wider range of locations and offer shoppers a more personal interaction with the iconic British brand. It said the new POS material is flexible enough to be used on promotional tables or gondola ends, and balances in-store theatre with the stock-holding required by an increased rate of sale.
Hatt continued: “Following successful roll-outs at a number of locations in travel retail, such as Dubai and London Heathrow, we are keen to deliver an even more robust and impactful “˜Say it With Chocolate’ programme in 2016.
“We’ve made the campaign more accessible and easier to implement for retailers, while adding a number of new touches which increase the emotional appeal and proposition for consumers. As the key promotional mechanic for one of our truly iconic brands, “˜Say It With Chocolate’ is strategically important to our overall growth plans for Cadbury and the wider confectionery category.”
Building on the success in travel retail of the 300g Daim Minis, said to be one of Mondelez WTR’s best-selling SKUs and popular with both European and Asian travelers, Daim Orange Limited Edition comes in the same snacking format but features a new flavour combination. With Orange among the top five flavors globally and combining with chocolate and caramel, Mondelez WTR described it as a “new taste sensation with global appeal that is not widely represented in travel retail”.
It said the Daim Orange, with its travel retail exclusive design, will “offer retailers the opportunity to deliver new promotional offers and give travellers a sense of exclusivity through the product’s limited availability”.
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New POS material is flexible enough to be used on promotional tables or gondola ends, and, according to Mondelez WTR, balances in-store theatre with the stock-holding required by an increased rate of sale |
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Daim Orange Limited Edition offers a “new taste sensation with global appeal” |
