Belgian chocolatier Neuhaus is upping its presence in Asian travel retail through stand-out promotions at Singapore Changi Airport.
The brand has collaborated with Lagardère Travel Retail to launch new Duo BonBons in a Pick & Mix format in Terminal 2 while in Terminal 3 Neuhaus has partnered with Changi Airport Airport Group to present a chocolate statue.
The statue salutes the arrival of spring and is located in the crystal garden of the T3 central piazza. It is the brand’s first chocolate statue in Asia Pacific and Changi Airport Group’s first collaboration with a brand for a garden activation.
Changi Experience Ambassadors are on-hand to encourage passengers to take photographs and sample the Neuhaus chocolates.
Neuhaus Senior Area Manager Travel Retail Asia Pacific Sebastien Bruggeman said: “Neuhaus always wants to be on the forefront of innovation and creating memorable moments for travellers in travel retail. This is one example of creating a ‘wow’ that makes people think about chocolate and entice them to visit the confectionery stores.”
Neuhaus’s BonBons range features in another high-profile activation, in T2 with Lagardère. The Pick & Mix campaign was launched on 1 May and, according to Neuhaus, is already a bestseller with Asian travel retail shoppers.
Throughout May and June shoppers can select flavours to personalise a 10-piece BonBon On-The-Go box or 27-piece BonBon To-Share box.
The BonBons assortment includes new Duo BonBons flavours which match a layer of gianduja with white chocolate and lime, violets, mandarin, lemon or raspberry.
Neuhaus describes the new pieces as a “treat for your eyes as well as your taste buds”.
“Lagardère has been very supportive in creating an impressive premium activation zone,” Bruggeman added.
“Our first collaboration was to develop an attractive space first for praline and coffee pairing, which resulted in lasting engagement with travellers. The addition of the Duo BonBon to Lagardère Pick & Mix deepens our cooperation to make an even more meaningful experience for shoppers.”
During the Easter period Neuhaus also launched limited-edition Easter Eggs exclusively with Changi Airport in Asia Pacific, in the T3 Cocoa Trees and T2 So Chocolate stores.
Neuhaus will present its latest products at next week’s TFWA Asia Pacific Exhibition (Basement 2 G26).
