Mars International Travel Retail (MITR) says it will take its ‘Power of a Smile’ category vision, launched in Cannes last year, to the next level (Bay Village, Stand B9) at this year’s TFWA World Exhibition & Conference.

 

At this year’s event, MITR says it will share the ‘Laws of Growth’, which aims to showcase how to drive sales through the conversion of ‘lighter buyers’ with the power of a smile.

 

MITR says it will use its presence in Cannes to present “tangible ways in which to apply the Laws of Growth and drive sales through excellence in execution in-store”.

 

“As part of this strategy, TFWA WE will see examples of how to step change growth through focus on core blockbuster SKUs, the re-launch of a key MITR brand and how to unlock a missed opportunity for total confectionery,” says MITR.

 

These initiatives will be ‘brought to life’ with new product development, updated displays and an exciting programme of activations and promotions for 2016.

 

MITR says it also plans to re-launch a new ‘much loved global brand’ to their existing portfolio in an attempt to ‘step change’ its offering both in solid chocolate and gifting, in Cannes.

 

“The Power of a Smile category vision highlights five shopper needs and MITR are excited about the role this additional Brand will play in step changing the offering in both the ‘Home Sweet Home’ and ‘Showing Thought’ territories,” says MITR.

 

“We know that the confectionery category continues to outperform others within the travel retail channel and we have seen some real success stories in the past year,” said Craig Sargeant, General Manager, Mars International Travel Retail.

 

“Future shopper trends clearly indicate a positive path for confectionery and we know there is still huge unlocked potential. Given that penetration rates overall are still extremely low in some airports; with 50% or more of passengers not even entering the duty free/travel retail shops, there is clearly still a massive opportunity to unlock additional sales across all categories, in particular confectionery.”