Perfetti van Melle (PvM) and Heinemann Duty Free have collaborated to launch the latest product in the Mentos confectionery range.
The Mentos Connecting Tin was highlighted, along with the brand’s Jumborolls, in a major activation at Copenhagen Airport in June.
During the promotion shoppers were invited to have a Polaroid taken in front of the Mentos photo wall, which has been introduced to travel retail at recent major trade exhibitions. Signs such as ‘Smile I am at Mentos’ or ‘Hello’ in different languages were offered and the photographs could either be added to the magnetic photo wall or taken away as a souvenir.
PvM said the promotion proved to be a popular and fun way of getting shoppers to interact with the Mentos brand and to introduce them to the Mentos Connecting Tin.
PvM said the product was developed based on research which indicated that 50% of confectionery products in airports are bought as a gift. The same research also underlined the importance of impulse purchases in the confectionery category, with over 60% of buying decisions made at the airport or in the store.
“Since the category is so impulse-driven, and interaction with the shopper and great visibility are very important, the connecting tin is launched in two vibrant colours – yellow and pink – to catch the eye of the shopper,” PvM stated.
The tin and its fruit-flavoured candies feature the word ‘Hello’, in more than 30 languages, and imprinted iconic landmarks.
“These different languages and landmarks are easy conversation starters helping people to connect around the world,” PVM added.
Perfetti van Melle Brand Manager Global Travel Retail Femke van Veen said: “This was a really great promotion to support the launch of the Mentos Connecting Tin. Travellers were certainly drawn in and inspired to try out the product. The Polaroid wall proved very popular with both children and adults and Heinemann were certainly very pleased with the results; as were we!”
