Amman-based Alzawrae tobacco company will introduce a new flavour to its Mazaya shisha range at this year’s TFWA World Exhibition & Conference in Cannes (Yellow Village H53 and Don Michele yacht).

Glass shisha and hookah pipes are among the highlights of the offer

Over 50 flavours of shisha tobacco, including the new Two Apples Bahraini, will be presented along with a range of glass shisha or hookah pipes. The brand’s ‘handy’ portable pipe, launched into travel retail with Dubai Duty Free, is described as appropriate for customers looking to experience shisha for the first time.

Alzawrae aims to reflect the growing popularity of shisha smoking outside traditional Middle East markets and has outlined its commitment to travel retail through increased investment in promotions.

Earlier this year, the company partnered with Dubai Duty Free in a major installation at Dubai International Concourse D. Its participation at the TFWA World Exhibition coincides with a new ‘shisharoma therapy’ promotion at the same airport. The October activation will support an airside advertising campaign with JC Decaux in Concourse A.

Electric Dream Molasses: One of more than 50 Mazaya flavours

Customers will be encouraged to relax in Mazaya massage chairs and to sample fruit-scented vapour aromas, which relate to shisha flavours, while listening to music through personal headphones.

“Charging points allow them to recharge various mobile devices at the same time as recharging themselves,” Alzawrae said. Brand ambassadors will encourage photo sharing on social media and participants will receive a Bluetooth speaker and duffel bag as gifts.

Mazaya Brand Manager Rawan Elayyan said: “High-profile activations such as this really work well in spreading the word about Mazaya to existing shisha smokers and new customers.

“The idea here is that customers can ‘step out of this world and relax with Mazaya,’ whilst travelling through the airport. The promotion is outside the duty free shop so there is no sales activity here, but it is a great opportunity to reach the traveller at a different touch point – building awareness of the brand and the exciting world of shisha.”

Since its launch in 2010, Mazaya has established a strong duty free distribution base in the Middle East with airport listings in Lebanon, Dubai, Egypt, Qatar and its home base with Dufry at Queen Alia International Airport. The brand noted increased sales growth this year in airports in Kuwait, Bahrain, Iran, Jordan and Iraq.

Shisha on-the-go: The Portable pipe made its travel retail debut with Dubai Duty Free

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