Mondelez WTR reinforces category growth message at TFWA AP seminar

By Luke Barras-hill |

User-generated content at the Oreo Cafe at Hamad International Airport is creating a buzz among consumers.

Mondelez World Travel Retail (WTR) underscored its commitment to leveraging confectionery category growth throughout Asia Pacific during a breakfast meeting at last week’s TFWA Asia Pacific Exhibition & Conference in Singapore (7-11 May).

The breakfast seminar, held on 9 May at the Sands Expo & Convention Centre and attended by TRBusiness, reminded the company’s retail partners and industry colleagues of the confectionery giant’s three-pillar category vision first unveiled in Cannes last year.

Carlos Granados Moyano, Director Global Sales, Mondelez WTR and Beatriz de Otto, Head of Customer Marketing, Mondelez WTR, elaborated on the following: A winning portfolio to target need states and changing shopper preferences; elevating category awareness through greater physical and mental touchpoints; and delivering unique experiences via major concepts.

The approach builds on the confectionery giant’s decade-old ‘Delighting Travelers’ strategy.

New shopper trends identified

Jaya Singh, Managing Director, Mondelez World Travel Retail: “You cannot talk about ‘more shoppers, more spend, more often’ without having the DNA of innovation. Experimentation is one thing, but, importantly, it is not the only thing: insights, data, engaging the shoppers… it is beyond selling chocolate. The game has changed. It is about delivering unique experiences.”

Moyano and de Otto shared how greater penetration and conversion is being driven across the confectionery category in global travel retail, aided by the relaxation of Covid restrictions in key Asia Pacific hubs.

This is being triggered at shop level through clever way-finding, instore and digital engagement, disruptive POS techniques and experiential activities.

Both executives also identified new shopper trends through three lenses: personalised wellbeing; experiences as identity; and my values, my planet.

On the last, which concentrates on social responsibility, de Otto explained: “Social responsibility is not anymore about isolated activists; we all have the responsibility as individuals and companies to fight against climate change, reduce waste, recycle packaging, but also fight for human rights, stop forced labour and fight for diversity and inclusion.”

Examples of innovation are playing through in the world’s first Oreo Café at an airport at Hamad International in Doha, Qatar; the Ghana Tricycle Project in Paris; and the advance sleeve printer for Toblerone in Istanbul.

Joint value creation is positioning confectionery as a ‘conversion catalyst’ rather than a secondary purchase, emphasised Mondelez WTR.

After successful campaigns across Europe and the Middle East, the aim is now to apply the formula in Asia Pacific to achieve demonstrable results for retailers while satisfying travellers.

In his opening and closing comments, Mondelez WTR Managing Director Jaya Singh offered several valuable lessons in thought leadership that contextualised Mondelez WTR’s refreshed category vision.

“The challenge for leadership is very simple: As leaders, you don’t look to others to emulate standards. The key responsibility for leadership is to define those standards. That is what value creation is all about.

Speaking on innovation, he said: “You cannot talk about ‘more shoppers, more spend, more often’ without having the DNA of innovation. Experimentation is one thing, but, importantly, it is not the only thing: insights, data, engaging the shoppers. It is beyond selling chocolate. The game has changed. It is about delivering unique experiences.

“How do we win together?” Singh challenged the audience. “We do not have all the answers […] but we look to partnerships. In this category, conversion is at 19%, penetration at 6%. How do you drive that penetration? A winning portfolio, elevated experiences and unique environments.”

Mondelez WTR also revealed big plans for Toblerone, the self-styled ‘airport chocolate’, during the event.

“We are going to see a Toblerone with a completely new design, exclusive to travel retail, differentiated, bold, distinctive, with a new colourful flavour differentiation.”

Rolling out in the second half of the year will be redesigned packaging for Toblerone Messages.

Singh added: “If the pandemic has taught us anything, it’s that together we are stronger. Together we can. And together we will. There is a new traveller profile stepping through those doors and we must be prepared to meet their needs.

Beatriz de Otto, Head of Customer Marketing, Mondelez World Travel Retail, shared updates on the company’s refreshed category vision at a breakfast event during last week’s TFWA Asia Pacific Exhibition & Conference in Singapore.

“And to ensure we go above and beyond, we need to strike strategic partnerships to deliver unique moments and experiential activations. Most of the success we have seen in the past few years has been in Europe because that is the region that recovered first; from Europe we have seen that what we have done has delivered very impressive results, which gives us real confidence for the Asia Pacific region.

“We set our sights on Asia Pacific with the goal of leading through innovation, insight, creativity and most importantly dialogue. We are here to work together to do more and do more differently to achieve new goals and reach new heights. And we can’t wait to see how we can grow confectionery in the region – together.”

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