Mondelez World Travel Retail (WTR) has announced a number of promotional and product-focused innovations, aimed at the continued growth of the Cadbury brand in travel retail. Central to its plans for 2015 will be the rollout of a ‘Sense of Place’ communications strategy at key TR locations, combining tailored, localized in-store communications with personalized products ideal for gifting.

 

Further brand innovations include a playful new look and feel for the hugely popular Cadbury Dairy Milk Bag and Pouch ranges, as well as a new TR exclusive format for Cadbury Heroes.

 

Says Nicole Hatt, Category Marketing Manager at Mondelez WTR, “The investments Mondelez WTR is making in Cadbury leverage its playful, fun personality and loyal fan base to create an even stronger platform for the brand in travel retail during 2015.

 

“Our new ‘Sense of Place’ strategy has been proven at London Heathrow, and we will use this to deliver a similar level of emotional appeal at other hub airports in 2015, specifically to shoppers looking for souvenirs. Additional changes to the travel retail exclusive Cadbury range will generate further momentum for the brand in the channel, bringing added appeal to some already well-established and hugely popular lines.”

 

Sense of Place

In a Mondelez WTR focus group with key nationalities, including German, British, Russian, Indian and Chinese shoppers, souvenirs and products with location-specific packaging were highlighted as being products that would make them more likely to shop in a duty free confectionery offering. However, the same shoppers also highlighted concerns with product quality when buying souvenirs, stating they would prefer to buy souvenirs from trusted brands due to concerns about quality.

 

With this in mind, the new Cadbury ‘Sense of Place’ POS and communications strategy was created, combining localized in-store communications featuring ‘destination icons’ that reflect local landmarks and culture, alongside exclusive souvenir sleeves, supporting the travel retail exclusive tablet range.

 

The new strategy was unveiled at the opening of London Heathrow T2 – The Queen’s Terminal, and will be rolled out at selected travel retail locations over the course of 2015.

 

Playful makeover for bags and pouches

Cadbury’s iconic bag and pouch ranges get a new look for 2015 – exclusive to travel retail – which incorporate a number of young and playful elements in its visual identity. The refreshed packaging features new flavour icons which deliver enhanced on-shelf signposting and visual cues, while also featuring extensively in supporting POS communications. The new-look bag and pouch ranges will be available from October 2014.

 

 

A heroic return for a UK favourite

Mondelez WTR is also set to delight UK shoppers – the number one outbound nationality globally in airports, according to Paxsmart – with a new travel retail exclusive format and design for Cadbury Heroes. A mixture of miniature chunks of Cadbury Dairy Milk, Twirl, Creme Egg, CDM Caramel, Fudge and Eclairs, Heroes is a key gifting sub-brand for British consumers with strong performance in the UK domestic market. The new format will be available from October 2014 in a bigger box versus the domestic product.