PVM GTR maintains investment in promotions on duty free shop floors

By Luke Barras-hill |

PVM is working closely with its retail partners to devise locally themed promotions to optimise the customer experience.

Perfetti Van Melle (PVM) Global Travel Retail’s busy promotional calendar in duty free is continuing into the second half of this year.

In August, a new activation concept for Chupa Chups mega lollipop will launch within Dubai Duty Free’s confectionery area.

A highlight of the fourth quarter (October-November) will be the launch of an eye-catching Chupa Chups digital customer engagement kiosk in partnership with Dufry at Istanbul Airport.

The kiosk was  previewed at the TFWA World Exhibition & Conference last year.

Activations across Europe

The sugar confectionery and gum manufacturer reported earlier this year plans for a programme of high-profile activations in the DF&TR channel.

It has rolled out a number of these to date this year, featuring slogans such as ‘Bring Home the Fun’ for Chupa Chups and ‘Say Yes to Fresh’ for Mentos.

In January and February, a Chupa Chups gift-with-purchase activation arrived at Istanbul Airport in partnership with Gebr. Heinemann.

A Mentos ‘Spin and Win’ promotion landed at Copenhagen Airport in April in partnership with the Hamburg-headquartered travel retailer.

Rome Fiumicino Airport hosted a ‘Have Fun in Rome’ Chupa Chups activation partnership with Lagardère Travel Retail in May.

Meanwhile, a trio of dual Chupa Chups and Mentos promotions with Dufry in the travel retailer’s airport locations in Basel, Marrakesh and Jordan featured in June, plus a dual-branded promotion with Portugal Duty Free at Faro Airport.

Other activity included a Chupa Chups tiger mascot on the shop floor at Lagardère Travel Retail’s Brussels airport store in July, while in the same month the Chupa Chups children’s toy plane made its debut at Heinemann’s flagship Hamburg location.

“We are seeing continued investment in promotional activity on the duty free shop floor in 2023,” commented PVM Brand Manager GTR Femke van Veen.

“Our GTR division is expanding and we have embraced several opportunities for bespoke, local activations with key partners.”

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