‘Say It With Chocolate’ is the multi-site message from Mondelez WTR and Dubai Duty Free in the latest Cadbury travel retail activation.

 

In support of Cadbury’s new tablet range, the new campaign features exclusive Dubai destination sleeves and a unique Cadbury ‘Chunk’ photo wall which has increased Cadbury sales by +42% and sales of tablets by +211%.

 

This new promotion is being featured at all of Dubai Duty Free’s retail POS areas and it also features a Cadbury ‘Chunk’ photo wall outside the main Concourse A duty free store entrance.

 

Mondelez says that customers were successfully ‘lured into the store’ with the promise of photo opportunities and the chance to personalise their photos with messages.

 

Exclusive limited-edition Dubai-themed sleeves were also featured on the new Cadbury tablet range as part of a multi-buy mechanism designed to increase value and basket-size.

 

‘MORE SHOPPERS, MORE SPEND, MORE OFTEN’

Both initiatives are entirely consistent with the company’s stated commitment to increase shop penetration and sales per passenger with added value perceived ‘destination merchandise’.

 

Nicole Hatt, Category Marketing Manager at Mondelez WTR said its on-going partnership with DDF, plus the ‘fantastic facilities’ and passenger mix made Dubai Airport ‘the perfect location’ for the launch of this TR campaign.

 

She said: “In line with our Delighting Travellers category vision, the activation at Dubai combines fun and joyful interactive features with memorable sense of place and personalisation elements to promote growth across our three strategic pillars – ‘More Shoppers, More Spend, More Often’. This approach has been validated by some incredibly positive sales figures demonstrating growth across the entire Cadbury range.”

 

Saba Tahir, Vice President of Purchasing at Dubai Duty Free added: “As part of our drive to continually refresh the customer experience we deliver, we look to category leaders such as Mondelez WTR to bring their best possible concepts to life in our stores.

 

“The Cadbury ‘Say It With Chocolate’ campaign has added a new dimension to the confectionery category, delighting passengers, while also delivering impressive results. The sense of place element is unique and has clearly struck a chord with shoppers looking for an ideal memento from their trip.”