Following an incredibly effective year of airport activations in 2013, headed by the M&Ms Mega Beach Ball Campaign, MARS International Travel Retail (MITR) is looking to improve on its success in 2014 with the equally fun and innovative M&M's Watch promotion. This exclusive limited edition gift-with-purchase offers travellers the chance to own a fun and colourful M&Ms watch, available with every three Maxi M&Ms pouches purchased. Five different models are available; each with its own individual design to match the personalities of the famous characters: Red, Yellow, Blue, Green and Orange.
As last year, MITR is inspiring shop floor staff to really get behind the promotion through a competition giving the chance to win a top prize of $1000. 'We're challenging retail staff to really get behind this promotion and create excitement on the shop floor,' says MITR Marketing Director Lieke Duijmelings.
'We provide the tools, including a fabulous POS pack of merchandising materials with posters, stackable cubes, shelf talkers and other accessories – then it’s up to the individual teams to create the most original, fun and inspiring displays to help increase sales.' Teams are encouraged to take photos of the displays and send them into MITR head office for judging. Apart from the top prize of $1000, there are also second and third prizes of $500 and $250 respectively (given in local currency equivalents) and all three teams are treated to a night out on the town.
This year's incentive follows a similar scheme last year attached to the M&M Mega Beach Ball Campaign. 'Retail staff across the globe bought into the idea and we saw some brilliant executions on the shop floor,' continues Duijmelings. 'There were some incredibly impactful presentations and we were really impressed at the enthusiasm with which staff worked to maximise the effect of the promotion.'
Last year's winning team was DFA Punta Cana, with Qatar Duty Free coming in second and Tallink Silja third. 'At Punta Cana airport in the Dominican Republic the fun and engaging M&Ms Mega Beach Ball promotion resulted in a massive sales uplift for the brand and we were delighted with the results,' adds Duijmelings.
DFA's Supply Manager and Confectionery Buyer Yorvis Y. Campines said: 'It was a great partnership between DFA and MITR resulting in a great big impact promotion. It increased not only category sales but also sales of the store overall,'
Receiving the award for Tallink, Ülle Kallas shop manager onboard Romantika said: ‘We were all very glad and surprised about the prize. The M&Ms Summer Mega Balls were very attractive and thanks to them the campaign was very successful. Everybody wanted this kind of beach ball. The M&Ms Summer Mega Balls campaign was very inspiring.'
Aiming to unlock travellers’ mind sets, converting non-shoppers into buyers, MITR’s activations are tailored to the needs of retail outlets, helping to make a real difference on the shop floor. ‘Bringing confectionery to life through theatre is at the heart of the MITR activation,’ says Lieke Duijmelings. 'By recognising the efforts and imagination of retail staff instore we believe we create a win win situation for everyone: brand, retailer and consumer.'
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