Perfetti Van Melle launches activations for Chupa Chups and Mentos across Europe and Middle East
A Chupa Chups activation by Perfetti Van Melle at Fiumicino Rome Airport
Confectionery company Perfetti Van Melle (PVM) has embarked on an ambitious global tour for its Chupa Chups and Mentos travel retail activations that underline the company’s commitment to engaging with travelers on the duty free shop floor.
Working closely with its travel retail partners to devise locally themed promotions, PVM has launched an impressive number of activations so far this year, featuring slogans such as ‘Bring Home the Fun’ for Chupa Chups and ‘Say Yes to Fresh’ for Mentos.
“We are seeing continued investment in promotional activity on the duty free shop floor in 2023. Our GTR division is expanding and we have embraced several opportunities for bespoke, local activations with key partners,” said PVM Brand Manager, GTR Femke van Veen.
Kicking off 2023 in January and February was a Chupa Chups GWP activation at Istanbul Airport in partnership with Gebr. Heinemann, which was followed in April by a Mentos Spin and Win activation at Copenhagen Airport in partnership with Gebr. Heinemann. May saw a ‘Have Fun in Rome’ Chupa Chups activation at Fiumicino Rome Airport in partnership with Lagardère Travel Retail.
In June, a trio of dual Chupa Chups and Mentos promotions took place with Dufry, in the travel retailer’s Basel, Marrakesh and Jordan airport locations, as well as a dual-branded promotion with Portugal Duty Free in Faro Airport. In July, the Chupa Chups tiger mascot was out and about on the shop floor at Lagardère Travel Retail’s Brussels airport store, while in the same month the Chupa Chups kids toy plane gift made its debut at Heinemann’s flagship Hamburg location.
This month, a new activation concept for Chupa Chups mega lollipop will launch in the confectionery area at Dubai Duty Free.
A highlight of Q4 (October-November) will be the eye-catching Chupa Chups digital customer engagement kiosk, previewed in Cannes last year, which will finally launch for travelers to experience at Istanbul Airport in partnership with Dufry.
