Loacker's centenary celebrations continue with Chocolaterie roll-out
Loacker presents its Rebels of Goodness campaign at Haitang Bay, Sanya
Loacker will present its new Chocolaterie line to travel retail partners and visitors in the Asia Pacific region for the first time, at the forthcoming TFWA Tax Free World Exhibition & Conference in Singapore (Basement 2, G18).
The collection, which was previewed at last year’s TFWA Cannes show, spearheads the new launches and activity program created to celebrate the South Tyrolean confectionery company’s 100th anniversary.
This milestone was marked in early February with a special celebration in Bolzano, Italy, attended by business partners and media from all over the world. A further centenary celebration will take place during the Singapore show.
Showcasing the new Chocolaterie line
Loacker’s new Chocolaterie line combines the crunchiness of wafer and smooth Loacker creams with a chocolate coating. There are three chocolate flavors available – Milk, Dark and White, with cream fillings to match – to appeal to different traveler palates. Perfect for travel retail, the versatile 9.5g x 12 (114g) 114g format will be spotlighted to buyers at the Singapore show.
Juan Miguel Cabrera, Loacker Head of Travel Retail and Duty Free, said, “I’m very excited to introduce this new Chocolaterie collection to buyers in the Asia Pacific region. “I’m confident this range will allow us to grow and develop the under-leveraged wafer category in GTR.
“Chocolaterie is such a versatile collection, marrying a moment of pure goodness with a light and balanced snack, aligning with our brand’s philosophy and our commitment to celebrating our first centenary by laying the foundations for another 100 years of good and natural choices.”
100 years of history
Loacker’s story began back in 1925, when Alfons Loacker bought the pastry shop in Bolzano where he’d apprenticed as a teenager, going on to create the first ‘Bolzano wafer’. 100 years later that tasty, wafer-thin and crunchy snack, filled with its signature creams, has become the symbol of a global brand active in over 100 countries, and one that is among the leaders of the confectionery wafer and chocolate specialty sector.
Loacker claims a standout presence at Kuala Lumpur International Airport Terminal 1
To mark its 100th anniversary, Loacker has created a new ‘Goodness is a rebel’s choice’ platform, featuring the centenary slogan, and incorporating different projects and initiatives to mark the milestone celebration. This new communication campaign focuses on the brand’s two pillars: rebelling against taking shortcuts – the company’s expertise has been to always produce its products the best way, like in the past – and the benefit of these choices – the clean air, high quality ingredients and certified supply chain which have been yielding wholesome natural goodness for a century.
In addition, new celebratory packaging has been created for Loacker’s iconic products, which also highlights the centenary holiday competition that has been created in collaboration with Lonely Planet.
“This year we have significantly extended our global reach through a new partnership with Avolta covering Latin America, meaning our delicious wafer portfolio is now available in key airport locations across the region, including São Paulo, Buenos Aires, Santiago and Rio de Janeiro, bringing a taste of the Alps to travelers throughout this territory,” Cabrera noted.
“This exciting development coincides with the recent refurbishment of our retail spaces in Kuala Lumpur International Airport Terminal 1, which showcases our latest innovative merchandising and POS materials. Finally in April, we partnered with China Duty Free Group to celebrate our 100th anniversary in Hainan with a series of high-profile activations and promotions – all of which underlines our commitment to further expanding our footprint in Asia Pacific and leveraging the potential this region represents.”
