Thursday, 12 April 2018

Mars ITR talks value gifting with SKITTLES® gift tin

GIFTING remains an important element within the confectionery category with the fastest growth coming from lower priced items.  At this year’s TFWA Asia Pacific Exhibition & Conference, Mars International Travel Retail  (MITR) will be meeting this need with the introduction of its new SKITTLES® gift tin to the region. Containing 195g of the best-selling mixed fruit flavours, the tin builds on the success of the iconic M&M’s® candy tin (Basement 2, K28).

MITR will be discussing how best to market the new tin with retailers in APAC, recommending cross-branded promotions with M&M’s®. “Most often we work in Asia Pacific with ‘BUY 3, GET 1 FREE’, enabling consumers to combine multiple tins of both SKITTLES® and M&M’s® in one promotion,” explains MITR Category Director Raghav Rekhi. “This definitely is the best way to generate purchase as consumers can see the value whilst recognizing brands they know and love.”

Seasonal promotional opportunities for gifting are also important and MITR again uses global brands as the basis for exclusive limited editions. “For example, this Chinese New Year saw us develop a special sleeved edition of our CELEBRATIONS® bottle exclusively for airports, downtown and border stores in the APAC region including Singapore, Malaysia, Macau and Hong Kong,” continues Rekhi. “We developed secondary display units to highlight the offer and worked with various key customers including FNA’s The Cocoa Trees. The results were very positive, again proving the demand by travelling consumers for value gifting items from blockbuster brands.”

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