Multi-faceted activations from Mars Wrigley International Travel Retail bring M&M’s Block to centre stage at JFK Airport

Mars Wrigley International Travel Retail (MITR) is in full swing at New York’s John F. Kennedy International Airport with a variety of activations to promote a key product in its portfolio, M&M’s Block, in US travel retail. The campaign, which began on 19 December 2019 and is running throughout the first quarter of 2020, involves activations in Terminal 4 with Paradies Lagardère, So Chocolate and Chocolate & More shops. Meanwhile, in Terminal 1, MITR is carrying out M&M’s Block promotional activity with retailer International Shoppes. The common promotional mechanism between the various activations is a Buy 3 Get 1 Free offer, with a limited-edition and travel retail-exclusive New York artwork sleeve to cover the bundle of four M&M’s Block sold in the stores. With Paradies Lagardère, MITR is using a diverse range of fixtures to give M&M’s standout shelf appeal; at Chocolate & More there is a prominent display at the front of the store (with a movie playing alongside) and at the counter; and at So Chocolate MITR has taken the high profile activation (HPP) pillar to promote M&M’s Block in the centre of the store. From this month (February) an M&M’s Block photo booth has been installed at the entrance to the International Shoppes store in Terminal 1. Nearby is an M&M’s Block stand with ‘bubble speeches’, where customers are encouraged to take pictures and share them on social media. This activation is an excellent example of MITR’s drive to create fun for, and engage with, the traveller. Also with International Shoppes, in March, M&M’s block ‘nesting tables’ will be introduced and the retailer’s store in JFK Terminal 8 will see M&M’s Block counter displays installed adjacent to the checkout. The various M&M’s Block activations have been developed in close partnership with MITR’s US travel retail distributor, Otis Mcallister. Mars ITR category director Raghav Rekhi category director said: “This range of activations for M&M’s Block is a great way of creating fun and engagement with our customers at what is one of the most important airport locations for MITR in the US. It has been a pleasure working with the various retailers to create these promotional displays at JFK. “There is a great spirit of co-operation with those retailers in introducing activations that create a buzz around the confectionery category in travel retail. It is proving to be a fantastic way to introduce M&M’s Block as key element of our confectionery portfolio in airport store locations.” The 3.8 – 4 OZ M&M’s Block chocolate tablets come in four different flavours: Peanut, Crispy, Chocolate, and Almond. Each bar is made with the smoothest chocolate which encases the world-renowned sweet, crispy crunch of individual M&M’s. M&M’s Block is a key product that will be introduced to US travel retail buyers by MITR at the upcoming Summit of the Americas event in Orlando at the end of March (see our regional distributor Otis Mcallister’s booth 611).

February 12, 2020

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