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Mondelez World Travel Retail and Gebr.Heinemann team up for in-store promotion

By Melissa Silva on July, 22 2013 | Confectionery & Fine Foods

Mondelez World Travel Retail and Gebr. Heinemann have introduced the first in-store promotion forthe chewing gum category and the Stimorol brand in travel retail. The promotion, held at Oslo’sGardermoen Airport, delivers against two key pillars of the company’s Delighting Travelers categoryvision: more shoppers and more spend. Consumer attention is captured by an augmented realityshopper engagement program, while tastings of Stimorol 40 Minutes of Freshness, target consumerspend. Initial sales results reveal a high double-digit number growth in brand revenue.

Within the promotional area, an augmented reality shopper engagement program captures consumerattention with the offer of a souvenir. Travelers are photographed against backdrops via anaugmented reality interface, which feeds a live image to a screen at the point of sale. Interactivesoftware allows shoppers to use this image to create a souvenir photograph from an imaginarydestination. To complete the experience, shoppers can opt to receive an e-mailed version of thephotograph, with the tagline “Remember the fun started with Stimorol…”

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Consumer interest is also sparked by the introduction of the new Stimorol brand communication anddesign, which encourages travelers to 'Take off with Taste’ when they purchase a Stimorol product.

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The new communication leverages the new assets and also highlights the playfulness of the chewinggum category, with a more daring approach than standard confectionery.

Finally, consumer spend is targeted with tastings of a new Stimorol product—Stimorol 40 Minutes ofFreshness. This 2013 novelty, which is available in a travel retail exclusive five-pack format, offers afresh powder-filled chewing gum and provides lasting freshness thanks to its cold micro-granules.

Overall the promotion has been a success, with Stimorol brand revenue growing in the absence of anactive purchase incentive, such as a GWP or price offer. “The success of this promotion lies in thepowerful partnership between MWTR, Gebr. Heinemann and the POB experts from Sector Design,"said Nicole Hatt, Manager Category Marketing. "It is has had a positive impact on the Stimorol brandimage, created a unique travel experience in Oslo and also introduced the Stimorol 40 Minutes ofFreshness novelty in an exciting brand environment. In addition, it highlights the pioneering spirit ofthe Mondelez WTR team, and their commitment when it comes to realizing the goals set out in theDelighting Travelers category vision," she added.