After flirtations with the TFWA Asia Pacific exhibition and Zurich Airport earlier this year, Lindt will be placing its new Diva range centre stage at Cannes before pushing ahead with a phased travel retail roll-out across key global locations.

 

Considered a ‘flagship element’ of its 2015 brand portfolio, the Diva collection comprises four truffle flavours: Chocolate, Marc de Champagne, Rose Marc de Champagne and Irish Cream, each dusted with gold and presented in sophisticated white and black packaging.

 

Available in four different pack sizes, for gifting or self-enjoyment, Diva can be purchased as a jewellery-style 182g box or collier box containing16 truffles; a 229g hat box of 20 truffles; or a dainty 57g slip case containing five chocolates.

 

The new range will go on sale in Hong Kong later in September, followed by Dubai in October and has demonstrated its ‘considerable commercial potential’ during pre-launch testing in Zurich, the brand says.

 

The official launch will be augmented by activities such as the planned showcase at the Zurich film festival, late September, where 70,000 visitors are expected to attend. During the event, people will be able to snap souvenir images of themselves against a specially designed DIVA-themed wall at the airport, while at the festival itself a Master Chocolatier will demonstrate the art of chocolate-making, handing out samples of the new range to festival-goers.

 

Promotional support also includes a range of POS material such as travel retail shelf talkers and a campaign targeting female travellers to bring the concept of ‘being a diva’ to life.

 

Peter Zehnder, Head of Lindt’s Global Duty Free Division, says, “We’re delighted to be able to show Diva to the international trade at Cannes and we’re very pleased to have the opportunity to talk to even more customers about it. The reaction of the trade has been very enthusiastic.

 

“Innovative and stylish in terms of both the product and the way it is packaged, we believe the brand is ideally suited to the aspirational travel retail environment and is an asset to any duty free operation, sitting well alongside a cosmetic and perfumery offer. Its appeal to women, who we know love the brand’s cheeky name and striking good looks, also means it helps retailers to attract an important travel retail demographic.”