Sugar confectionery company Perfetti Van Melle (PVM) claims an “unprecedented demand” for its new Chupa Chups customer engagement concept.
As reported, the activation was presented to industry partners at this year’s TFWA World Exhibition in Cannes.
PVM plans to feature the Chupa Chups concept at selected airports in 2023, with roll-out expected in Europe over a two-month period from the beginning of the year.
The company believes it will increase customer engagement on the shop floor and underscore a focus on fun for its key Chupa Chups brand.
The activation includes a photo booth and product promotion area to encourage customers to engage with the Chupa Chups brand. They can have their photo taken as one of the Chupa Chups backpack animal family, take away a polaroid memento and enter their contact details to receive the digital photo to use it across social media platforms.
PVM Brand Manager Global Travel Retail Femke van Veen said: “We have been pleasantly surprised by the overwhelmingly positive reactions from our travel retail partners. Everyone is keen to have our Chupa Chups engagement kiosk installed.
“We are talking to several key customers at major airport locations about running the activation. Some people are asking for just a digital version as well as the hard copy photo option that travellers get to take away.”
Van Veen said PVM is finalising the kiosk destinations for 2023 and considering the development of another kiosk.
During the Cannes event, PVM also featured a life-size Chupa Chups tiger mascot.
“Our Chupa Chups mascot was another great marketing decision for Cannes. Everyone loved it and we’ve had lots of requests for the mascot to be present as part of the kiosk activation at airports,” van Veen added.
She noted that Chupa Chups mascots have featured at promotions in airports in Riyadh, Copenhagen and New Delhi.
“Chupa Chups is aggressively targeting expansion in our key travel retail markets of EMEA, Asia Pacific, the Middle East and the Americas. We are keen to grow the brand in high-traffic passenger locations and at till points, and we know customer engagement is a vital tool to achieve brand visibility. We want to be front and centre at airports and on the duty free shop floor.
“We have come back from Cannes with lots of positive feedback for creating new partnerships and our Chupa Chups kiosk activation was the star of the show. We are excited to take this promotion around the world to as many locations as physically possible,” van Veen concluded.
