November 2 2022  |  Confectionery & Fine Foods

Post-Cannes launch PVM sees "unprecedented demand" for Chupa Chups activation

By Laura Shirk

The customer engagement activation concept launched at TFWA Cannes

Pefetti Van Melle (PVM) has reported unprecedented demand for its new Chupa Chups customer engagement activation concept, which launched at TFWA World Exhibition & Conference in Cannes last month.

PVM plans to tour the Chupa Chups brand activation concept at a number of global airport locations in 2023, with the launch likely to be over a two-month period in Europe first, at the beginning of 2023.

PVM is looking to increase consumer engagement on the duty free shop floor and underscore its focus on fun for its key brand Chupa Chups.

PVM used TFWA WE as a showcase to launch its Chupa Chups travel retail activation kiosk concept that includes a photo booth and product promotion area to encourage customers to engage with the Chupa Chups brand. Passersby can have their photo taken as one of the Chupa Chups backpack animal family, take away a polaroid memento and receive the digital photo, using a QR code.

“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.

“We are currently making some tough decisions about where the kiosk will travel to in 2023; we are also looking at building another kiosk so that we can double up on the schedule for next year,” says Femke van Veen, GTR Brand Manager at Perfetti Van Melle.

The PVM team poses for a picture with Chupa Chups' life-size tiger mascot at the show

Another success story from PVM’s time at the show is the popularity of its Chupa Chups life-size tiger mascot. So far, the Chupa Chups tiger and dinosaur mascots have toured a number of promotional events for PVM, visiting Riyadh, Denmark and New Delhi, as well as Cannes.

“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,

“Chupa Chups is aggressively targeting expansion in our key travel retail markets of EMEA, Asia-Pacific, 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 a lot 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!” adds van Veen.

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