Confectionery company Haribo is revamping its image in global travel retail with new channel-exclusive display units.
Haribo said its new red, blue, yellow and green displays reflect the brand’s strong visual identity. ‘Star’ of the shelves and gondolas is the Haribo Goldbear mascot, which features prominently in the design and has inspired the shape of some of the units.
Haribo said the displays highlight the brand’s travel shopping-exclusive gift items and its ‘fun-loving’ image. A 1.5m Goldbear-shaped display case is designed to support the launch of Haribo novelties, which include the Haribo Candy Tin and Haribo Travel Bag.
The new units are already in use in selected airports across Europe. They will roll out in other key outlets, including those in Asia Pacific, later this year.
Haribo Marketing Manager Travel Retail Elisa Fontana said: “Haribo believes it is essential to invest in premium packaging, and also in stunning branded displays, if we are to grab the attention of the consumer.”
Fontana said the brand had to stand out in a competitive confectionery sector. “We have to get the shopper’s attention, give him visual clues to our brand DNA and, when he is up close, delight him with cute gifts and attractive snack and share items.
“Only when we achieve all that does the actual quality of the contents come into play.”
Haribo will highlight its latest lines and the new merchandising units at the upcoming TFWA World Exhibition & Conference in Cannes (Bay Village 11B).