SINGAPORE. The Hershey Company has partnered with FNA Group International and Changi Airport Group (CAG) in a series of attention-grabbing pop-ups at Changi Airport Terminal 3.
The activation, which is featured in three locations in the terminal, takes inspiration from Broadway and Hershey’s Chocolate World store in New York’s Time Square. It started on 12 March – to coincide with week-long school holidays – and will run through 3 May.
According to the partners, the promotion aims to deliver “unique consumer experiences” that will make airport visitors smile.
The centerpiece is the Amazing Chocolate Machine, a showcase of eight varieties of Hershey’s favourite and newly launched flavours. Hershey’s Bucket of Happiness, with 3m-tall dispensers, offers consumers a pick-and-mix opportunity while other attractions include a Hershey’s Penny Press, Customisation Station and the World’s Largest Hershey’s Chocolate Bar.
New Hershey’s Kisses flavours are also highlighted. The activation includes GWP and purchase-with-purchase offers including a Hershey’s Penny Press souvenir and branded tote bag.
The Hershey Company Team Lead Asia Travel Retail Stanley Howe said: “When the opportunity to collaborate with CAG for this event was first proposed, we were very excited for the partnership. It aligns with what we seek to achieve in the travel retail channel with regards to building brand affinity with consumers while delivering moments of happiness through our iconic brands.
“This was an exemplary opportunity to also leverage the Trinity partnership of Changi Airport Group, Hershey and FNA International to deliver a creative, innovative experiential activation that also serves the commercial intent to encourage spend.
“In line with the Hershey’s travel retail strategic pillar of Unlocking Occasions, this event allows us to deliver a memorable experience during the school holidays in Singapore as well as Easter celebrations.”
Hershey said adopting digital solutions has allowed the company to lead the way in offering personalisation and in creating a bespoke experience for the customer. Customers can add messages to digital photographs which are printed as a sticker on a customised sleeve for chocolate bars.
“We are pleased that the activation is led by our well-loved brands including, but not limited to, Hershey’s, Hershey’s Kisses and Reese’s. We look forward to learning and calibrating as this event goes through its six weeks run and would like to extend our sincere thanks to CAG and FNA for their partnership in bringing this to life,” Howe added.
Changi Airport Group Vice President of Landside Concessions James Fong commented: “We continue to roll out engaging campaigns, especially during the school holidays, to bring fun and new experiences for the whole family to enjoy at Changi Airport and Jewel.
“This March school holidays, we’ve partnered with The Hershey Company. They are a household brand with yummy treats that are well-loved by everyone; both young and old. Families will be transported to New York Times Square with Hershey’s Chocolate World inspired activation at various locations in Terminal 3 for a multi-sensory experience.
“The young and young-at-heart will be delighted to bring home a Bucket of Happiness filled with up to eight different flavours of chocolates, penny press souvenir, personalised Hershey’s Giant Bar and more.”
FNA Retail Director Pamela Loo added: “FNA is honoured and delighted to be able to collaborate with Hershey’s and Changi Airport Group in bringing this unique experience to shoppers at the airport.
“With leisure travel having largely been impossible and social distancing becoming our ‘new normal’ this past year, this larger-than-life set up offers shoppers a glimpse of the much-raved-about Hershey’s World experience in New York.”
