Haribo partners with Lagardère Travel Retail in innovative Wheel of Fortune at Paris Orly Airport
Haribo encourages confectionery consumers to 'uncover more fun with Haribo' at Paris Orly Airport
Haribo has introduced a colorful and innovative Wheel of Fortune campaign to Paris Orly Airport, in collaboration with Lagardère Travel Retail.
The new Haribo high profile promotion combines physical and digital versions of its Wheel of Fortune game that engages with shoppers to spin the wheel of the instore display or interact digitally with the brand via a QR code for the chance to win a GWP Haribo-branded cotton bag or a Haribo luggage tag decorated with the brand’s Goldbear. Haribo ensures that every participant feels like a winner as there are also consolation prizes of packets of Goldbears minis.
Supported by vibrant in-store displays, shoppers of all ages can play the physical in-store version and, for those age 13 and above, they can also instantly access a digital game via the prominently displayed QR code, with the chance to win prizes that can then be claimed instantly in-store. The digital platform also provides additional Haribo content and enables the traveler to continue the fun on the rest of their journey.
'Spin the wheel and play': The Haribo Wheel of Fortune is available in-store and digitally
The instore presentation features favorites from across the Haribo portfolio, with special focus on the new Giant Roulette, a travel retail exclusive that features a new selection of chewy fruit gums to capitalize on changing consumer tastes, with a mix of five pocket-sized rolls in Fruit (2 x 45g), Sour (1 x 45g) and Cola (2 x 45g) flavors. It is also the first time the brand’s popular Roulette packaging format has been launched in global travel retail. The addition of the sour flavor reflects the popularity of sour flavors in confectionery, particularly among Gen Z and Millennial consumers, both key targets for Haribo in travel retail.
Following the Paris Orly launch in partnership with Lagardère, Haribo plans to expand the activation to further locations, including Warsaw Airport and will also feature at airport locations in Argentina later this year.
Elisa Fontana, Marketing Director, Haribo, said, “The objective is to increase consumer engagement in the confectionery category and to drive footfall and conversion with a strategy that adds excitement to the shopper journey culminating in-store with the Giant Wheel of Fortune, live now with major HPPs with Lagardère at Paris Orly Airport and Baltona in Warsaw. We are also investing in additional visibility and brand fun at Ibiza, Mallorca and Copenhagen. In October the campaign moves to Argentina in Dufry stores, to leverage the growing appeal of Haribo in the country.”
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