Mars International Travel Retail (MITR) has created a Skittles tin in response to demand for lower priced gifting items.
The Skittles gift tin contains 195g of mixed fruit flavours and follows MITR’s M&M’s candy tin. The product will be showcased at next month’s TFWA Asia Pacific Exhibition & Conference (K28, basement 2).
MITR said it recommends marketing the tin in Asia Pacific via cross-branded promotions with M&M’s. “Most often we work in Asia Pacific with ‘Buy three, get one free’, enabling consumers to combine multiple tins of both Skittles and M&M’s in one promotion,” explains MITR Category Director Raghav Rekhi.
“This definitely is the best way to generate purchase as consumers can see the value whilst recognising brands they know and love.”
Seasonal promotional opportunities for gifting are also important and MITR uses global brands as the basis for exclusive limited editions. “For example, this Chinese New Year saw us develop a special sleeved edition of our Celebrations bottle exclusively for airports, downtown and border stores in the APAC region including Singapore, Malaysia, Macau and Hong Kong,” said Rekhi.
“We developed secondary display units to highlight the offer and worked with various key customers including FNA’s The Cocoa Trees. The results were very positive, again proving the demand by travelling consumers for value gifting items from blockbuster brands.”
