Finnish confectionery company Fazer recently teamed up with Heinemann to promote the new Megahot flavour from liquorice brand Tyrkisk Peber at Copenhagen Airport.
The animation, which ran from the end of March to the end of April, offered travellers the chance to win a drone. The win a drone campaign was produced in cooperation with well-known YouTube brand Hydraulic Press Channel, which has 1.8 million followers worldwide.
Fazer Senior Key Account Manager Ada Röntynen said: “We had a good experience with last year’s Tyrkisk Peber promotion. The new look, the new promotion with a lucrative prize and the new, interesting flavour variant was a flaming success as well.”
Tyrkisk Peber Megahot is ranked with four flames of hotness instead of the three that Tyrkisk Peber Original has. Fazer Confectionery Senior Brand Manager Susanna Brummer said: “We regularly receive customer feedback from salmiac (salty liquorice) enthusiasts for new flavours. Very hot salty liquorice has been one of the variants that fans have wished for, so we created Megahot.
“The flavour profile has chilli type elements that give you a very long, hot aftertaste. To communicate the hotness level, Megahot is packed in bright red colour to distinct it from the Original in blue.”
Tyrkisk Peber Megahot is available in a travel retail-exclusive tin, complementing the Original tin.
The whole Tyrkisk Peber range has been given a new, ‘rough’ look which is inspired by factories and building sites. “The new look improves store visibility significantly,” commented Brummer. “It expresses the core of the brand and gives us plenty of new elements to work with. I am very eager to see how it works in the travel retail environment.”
