Mars Wrigley International Travel Retail (ITR) has released two colourful M&M’s tins to target holiday season shopping.
The red and green tins, which are finished with a yellow ribbon design, contain 330g of Peanut M&M’s and feature Red and Yellow characters.
The tins will be available throughout the Christmas and holiday season at key airports including Amsterdam Schiphol, London Heathrow and Gatwick, and Oslo. Their launch is supported by gondola displays and multi-buy price offers.
As reported, Mars Wrigley ITR has identified four prime reasons for purchase in global travel retail: Recharge, Reward, Connect and Celebrate.
Mars International Travel Retail Category Director Raghav Rekhi said: “Purchasing is primarily to Connect but Celebrate comes a close second and November/December provides a key opportunity with Christmas and Western New Year.
“We know that travel spikes over the various seasonal celebrations and passengers are invariably looking for gifting items to take to friends, family and loved ones.”
Rekhi said seasonal propositions were essential to driving sales within travel retail but noted the importance of offering gift items that are relevant to the occasion and to regions.
He highlighted the release of a 650g Galaxy Casket, to mark Eid and Diwali celebrations across key markets in the Middle East and India.
“Galaxy is a major brand for us in that region and the product was perfect for the gifting and sharing nature of these key festivals.
“Our strategy is to drive incremental growth for retailers by driving penetration through seasonal relevance,” Rekhi concluded.
