Mars Wrigley ITR plans disruptive celebration for Chinese New Year

Mars Wrigley International Travel Retail (MITR) will create a Chinese New Year celebration to remember with a tailor-made campaign to make the most of one of the biggest shopping opportunities of the year.

Using incredibly popular and widely recognised global brands, combined with exclusive releases and flexible display options, MITR is aiming to interrupt the shopper journey across all the biggest airports in Asia during the holiday period such as Beijing, Singapore, Kuala Lumpur and Bangkok.

Gifting is the key driver during the season and the Celebrations Casket, which is the company’s hero gifting format, will be given an overhaul with a dedicated Chinese New Year sleeve, to create the perfect sharing gift for friends and family.

The Celebrations line, which features a combination of the world’s most famous chocolate brands, will be leveraged at the centre of the campaign which will also feature a 360-degree shopper experience and a specially-designed, dedicated Chinese New Year display concept.

With more than 200 million people expected to make long-distance journeys to celebrate Chinese New Year on 25 January, MITR is ready to seize this unique opportunity for the travel retail market.

Raghav Rekhi, MITR Category Director says: “Chinese New Year is the world’s largest annual migration, with a sixth of our population celebrating the same festival and millions undertaking long-distance trips to do so.

“At Mars Wrigley ITR we recognise that Seasons are a key driver of confectionery, as holidays encourage travellers to spend more and spend more often. The Asian market also offers a unique and exciting opportunity for our sector with excellent potential for growth.

“We have crafted an engaging and disruptive campaign which will catch the attention of shoppers at every stage of their journey, with dedicated products and displays which reflect both the values of the holiday and the excitement inherent to the confectionery category.

“About 65% of Chinese shoppers will buy gifts for their loved ones during the Chinese New Year holiday and this represents an unparalleled opportunity to grow the category and drive incremental sales. But that can only be done with products and promotions which are properly crafted and targeted to meet the wishes and needs of our customers, so we are very excited to answer their needs.”

The dedicated Chinese New Year display concept has been created to attract Chinese travellers by reflecting the core Chinese traditions and values. It is part of a 360-degree shopper experience which will bring MITR’s customer engagement to life with impactful promotional areas capturing the spirit of the holiday, which can be scaled to fit any shopping space.

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