Mars Wrigley Confectionery International Travel Retail (Mars ITR) is celebrating Chinese New Year with promotions at selected major airports in Asia and the Middle East.
With a focus on the Galaxy brand, the activations centre on a ‘May good fortune be with you’ message and feature traditional symbols such as the fortune knot. Promotions started in January in airports in Kuala Lumpur, Singapore and Bangkok, as well as Dubai and Doha in the Middle East.
Mars ITR’s ‘hero’ gifting format, the Galaxy Jewels 400g, is presented with a travel retail-exclusive sleeve. Some displays also feature themed packs of Celebrations and sharing packs.
Mars ITR Category Director Raghav Rekhi said: “Celebration is a key reason for confectionery purchase in travel retail and seasonal events are critical, offering a significant opportunity to drive category sales.
“At Mars ITR we see this as the perfect scenario to grow the category and bring more smiles to people’s faces during a very important gifting time in China. Galaxy is a huge brand in Asia and in China – where it’s better known as Dove – it is the largest chocolate brand.”
Depending on the location, the activation is supported by price promotions including ‘Buy 2 get 1 Free’, ‘Second item 50% off’ and ‘Buy 3 get 2 Free’.
Rekhi noted that 1/6th of the world’s population celebrates Chinese New Year; 4% of the world’s population is on the move during this time of the year and 65% of Chinese people spend money on gifts in the period.
