Mondelez World Travel Retail (WTR) has reinforced its commitment to growing the confectionery category in the Asia Pacific region.
Speaking to retail partners, travel retail media and industry associates at TFWA Asia Pacific Exhibition in Singapore earlier this month, Mondelez WTR team members outlined three key pillars of the company’s renewed category vision.
The focus is on building a winning portfolio, addressing growing need states and changing shopper preferences; elevating category awareness, through more physical and mental touchpoints; and delivering unique experiences, with outstanding and significant concepts.
According to Mondelez WTR, the renewed approach builds on the company’s ‘Delighting Travelers’ vision which underscores its dedication to “engaging with shoppers, exceeding expectations and enhancing shopping experiences”.
Guests at a breakfast event on 9 May heard how Mondelez WTR has built penetration across travel retail worldwide and how the company intends to bring that success to the region.
Mondelez WTR Managing Director Jaya Singh noted the company’s commitment to driving accelerated conversion through its key brands. Mondelez WTR Head of Customer Marketing Beatriz de Otto and Head of Global Sales Carlos Granados Moyano highlighted how the company has introduced disruptive POS, engaging touchpoints, and experiential activations to increase conversion and penetration.
Mondelez WTR’s category vision has featured across Europe and the Middle East through a range of engaging and impactful campaigns, “showcasing how digital innovations, relevant experiences and powerful partnerships are key to driving recovery and growth”.
According to Mondelez WTR, initiatives such as the world’s first airport Oreo Café in Doha, the Ghana Tricycle Project activated in Paris, and the roll-out of Toblerone’s new advanced sleeve printer in Istanbul, “have shown how joint value creation leads to confectionery emerging as a conversion catalyst and main category attraction as opposed to a secondary purchase”.
Mondelez aims to apply a formula fit for the Asia Pacific region to achieve the same results for retailers and deliver outstanding experiences for travellers.
“If the pandemic has taught us anything, it’s that together we are stronger. Together we can. And together we will,” Singh said.
“There is a new traveller profile stepping through those doors and we must be prepared to meet their needs. And to ensure we go above and beyond; we need to strike strategic partnerships to deliver unique moments and experiential activations.
“Most of the success we have seen in the past few years has been in Europe because that is the region that recovered first; from Europe we have seen that what we have done has delivered very impressive results, which gives us real confidence for the Asia Pacific region.”
Singh said Mondelez WTR has set its sights on Asia Pacific “with the goal of leading through innovation, insight, creativity and most importantly dialogue”.
“We are here to work together to do more and do more differently to achieve new goals and reach new heights. And we can’t wait to see how we can grow confectionery in the region, together,” he added.
Click here to read a guest column featuring Mondelez World Travel Retail Head of Customer Marketing Beatriz de Otto who highlights the power of social media for building brands, and singles out the successful campaign to launch the Oreo Café at Hamad International Airport. 
