Lindt and Dubai Duty Free hail successful Diwali-themed promotions

Eye-catching Diwali celebrations at Dubai Duty Free focused on festive gifting, with sampling encouraged

UAE. Lindt & Sprüngli Global Travel Retail and Dubai Duty Free have hailed the success of recent Diwali-themed activations which focused on gifting and growing sales during the festive period.

High-profile promotions in Dubai International Airport (DXB) Concourse A and Concourse D highlighted the 400g Lindor Tube – Milk and Assorted. To strengthen the gifting cues and encourage trade up, a Trio Bag of three tubes was developed specifically for the promotion.

Lindor Tubes claimed the spotlight during the Diwali-themed activations

Sampling was supported by digital display advertising to drive further awareness. According to the partners, the promotions – combined with a strong gifting offer – delivered a +34% sales increase vs pre-pandemic October 2019, as well as an increase in market share for the Lindt brand. Lindt outperformed the category throughout October, the company said.

Lindt & Sprüngli Head of Global Travel Retail Peter Zehnder said: “As one of the world’s largest and most influential travel retail locations, and an important hub for many travellers during Diwali, DXB offers a strong platform to amplify our gifting proposition.

“We are looking forward to building on the fantastic momentum achieved during Diwali through continued strategic collaboration and innovation with our partners at Dubai Duty Free.”

Dubai Duty Free Senior Vice President Purchasing Sharon Beecham commented: “Every year we look to enhance our programme of promotions and consumer engagement during Diwali. Including an iconic chocolate brand like Lindt as a pillar of our offer, backed by a strong promotion and activation, ensures we cater to festive shoppers and tap into a major gifting opportunity.”

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