A combination of new product launches with added gifting appeal, fresh packaging designs and a host of promotional offers and in-store support material has helped Kraft Foods World Travel Retail ring up remarkable sales figures
for its Mirabell Mozartkugeln products in the first two months of 2006.
In addition, the celebrations and media coverage associated with the 250th anniversary of the birth of composer Wolfgang Amadeus Mozart have brought extra focus to the brand, says the company.
Mozart and the confection which proved to be the forerunner of today?s Mirabell chocolates both started life in the Austrian city of Salzburg. But the capital Vienna, plus Frankfurt, Paris and other leading airports are also staging promotions which link chocolate and music.
Notably the brand is being promoted strongly by Gebr Heinemann at both Salzburg and Vienna airports and Kraft Foods WTR is hoping to achieve record sales levels for the Mirabell Mozartkugeln brand this year, with a series of high-impact offers and promotions.
January performances were very promising according to Travel Retail Marketing Manager Natalia Sanz who says that some airport retailers have reported sales uplifts of more than 40% with Mozartkugeln items.
‘The Mirabell 300g transparent box promotion edition with a free key holder has proved an outstanding success,’ she says. ‘We have seen volume growth of around 60% for this gift item inside the first two months of 2006.
‘All round Europe and in key locations in the rest of the world there is evidence of Mozartmania. Thousands of additional travellers will be in Europe just for the Mozart concerts and any linked events this year. He is arguably the most famous of all classical composers, and certainly the one with the biggest fan club.’
Kraft Foods WTR had already given the Mirabell brand a makeover in readiness for the celebrations and several new Mirabell items have been launched over the past year.
Some airports are staging visually stunning Mozart makeovers. There are lifelike models of Mozart being used to offer Mozartkugeln chocolates to travellers and at Vienna, shop windows have been dressed up with recreations of period scenes, complete with concertpianists and musicians, dancers, and music lovers – all of them in period costumes.
The company says that the new Mirabell ‘Mozart’ displays which it introduced to trade partners at Cannes last year are now playing an active role in promoting a much-loved brand.
Natalia Sanz says: ‘Any retailers who want to share in this success story should contact their Kraft Foods WTR sales manager and ask about the many merchandising ideas, which include special Mozart displays, rotairs, in store advertising imagery and even eye-catching period costumes.’