Mars ITR creates better moments to drive confectionery sales - and for visitors to its stand in Singapore

At this year’s TFWA Asia Pacific show, Mars Wrigley Confectionery International Travel Retail (Mars ITR) will use its stand to demonstrate how the right products and brands combined with display and activation can significantly boost category sales in the region. “There are pockets of confectionery excellence within Asia; however we still see masses of opportunity to build category sales inline with the region’s passenger traffic growth. By visiting the Mars ITR stand this year, we hope to give retailers a clear understanding of the various mechanisms to make this possible,” says Mars ITR Global Category Director, Raghav Rekhi.

The world’s leading confectionery brand, M&M’s® remains the key focus with wallbays, gondolas and display units highlighting best-sellers and the latest new products introduced for 2019. The stand this time will be more interactive than before. Highlight will be a bespoke M&M’s photo booth enabling visitors to take their own instant images featuring iconic Red and Yellow in various amusing and entertaining poses.  “This is an example of a fun, creative and entertaining activation,” continues Rekhi. “We know that M&M’s is the ideal brand for engaging with travellers and this is just a taster of what we can achieve. We also hope the photo booth will give visitors the opportunity to take some time out for making happy memories.”

Critically, Mars ITR research has shown that in Asia one of the four key reasons for purchase – Celebrate – is particularly important (according to Mars Wrigley ITR research, 49% cite as a main purchasing motivator compared to 37%) and so its new M&M’s Travel retail exclusive gifting range will be particularly relevant in Singapore. Playing to the universal appeal aspect of M&M’s®, and targeting more adult travellers, the range includes four new fun designs: Fan, Torch, Flip and Funnel, featuring the iconic Red and Yellow characters, and including bags of M&M’s Chocolate in various sizes.

Connect (sharing) is a second key reason for purchase and new lines M&M’s® Salted Caramel 370g and M&M’s® Mix. 400g Sharing Pouches will be on show. Maltesers® is a popular sharing brand with fast growing momentum in Asia Pacific. To recognise this, Mars ITR will be showcasing its news 60 sq cm gondola that is ideal for secondary siting in the retail area –perfect for the main confectionery space, near the check out or even at gate sales areas. Ideal for impulse sales, the unit can carry a mix of 300g sharing pouches, 440 g sharing buckets and 360g gifting boxes.

Mars ITR considers that the point of sale medium remains untapped potential in many airports. “We have seen categorically that where impulse-purchase items – and that’s across various categories, not just confectionery – are offered for sale as passengers queue, there is a significant increase in basket size and transaction value,” continues Rekhi . In Singapore, the Mars ITR stand will include a point of sale merchandising unit that clearly demonstrates the potential to retailers, stocked with a variety of items including Mars ITR’s best selling gum Extra – which meets the Recharge need.

“The key is bringing all the elements together to connect and engage with travellers, offering them the right products to meet their purchase motivations and presenting them in the right way to maximise sales conversion,” says Rekhi. “At the Singapore show, through our stand design and implementation, we’re attempting to show retailers the different ways that this can be achieved.”

Buyers can also view redesigned packaging for M&M’s®, SNICKERS®, MALTESERS® and CELEBRATIONS®, being introduced throughout the year to reinforce the travel retail exclusive advantage and highlighting updated brand logos.

Kurate comes to Singapore ready to do business

Watch and jewellery expert, Kurate is returning to TFWA Asia Pacific (H32, Basement 2) with a clear strategy of expanding its business in the region. Having started a number of promising discussions at TFWA World Exhibition with Asian retailers last year, Kurate has high hopes for a promising show.

“This is the first time we are exhibiting at Singapore without a pure focus on inflight. Due to a variety of factors, both internal and external, inflight is no longer our only priority, so we have a keen interest in speaking to airport retailers and cruise/ferry companies,” comments Key Account Manager for Kurate, Claire O’Donnell.

“We started a lot of promising discussions in Cannes with key retailers from the Asia Pacific region, so the Singapore show is the perfect setting for that second meeting and to discuss further opportunities. Our business in Asia definitely has room for growth, but we are confident in the products we have and that we can work with retailers to ensure the collections we offer are suitable for the market.”

This year, Kurate will be showcasing its new Starlet collection. Featuring midnight blue and storm grey druzy stones, the pieces are set in a gold finish and are reminiscent of a glittering night sky full of stars.

There is also a return of Kurate’s dainty trend pieces. These 3-piece sets are perfect for layering up and showcase the brand’s popular charm styles of crescent and star motifs.

In addition to its new jewellery and watch pieces, Kurate will also be highlighting its free-standing-display-unit that has been designed specifically for ground stores and ferry/cruiseships. The unit allows for Kurate’s key pieces to be shown in an eye-catching display and it’s perfect to encourage impulse purchasing if it were to be placed near tills.

“All of the collections we will be showcasing in Singapore will be suited to the Asian market. But, part of our strategy is to ensure that retailers know that working with a company like Kurate means you get a great deal of flexibility when it comes to the products on offer. Working closely with our customers to launch products that work for them and their clientele is paramount to us. We have the in-house ability to be able to design and create new products quickly and to a very high standard,” adds O’Donnell.

New perceptions on alcohol consumption influence Disaronno’s latest new cocktail

The perception of drinking has shifted significantly in the last 18 years. According to the Mintel Alcoholic Drinks Review 2018, 61% of Britons now deem it “uncool” to get drunk.

In the world of the Millennial, self-awareness is at an all-time high. Thinking about what goes into their body and being mindful about what they drink is hugely important and deemed fashionable. Lower ABV drinks are therefore becoming much more popular with this ever-developing generation – and this has implications on demand within the travel retail sector.

In light of this, Illva Saronno is returning to Singapore this year for the TFWA Asia Pacific Exhibition & Conference (Basement 2 M10) with a lower ABV Disaronno cocktail, Disaronno Fizz.

“Being on point with consumer trends is extremely important to Illva Saronno. It ensures that we continue to be at the front and centre of the drinks sector and shows how versatile Disaronno truly is – through the launch of Disaronno Sour we hit the trend of classic cocktails and with the new Disaronno Fizz we are hitting the low ABV trend. With Disaronno growing from strength to strength in the domestic market, this is only going to benefit global duty-free retailers,” comments Nikos Tsagarakis, Illva Saronno’s Global Travel Retail Director.

“Lower ABV drinks have increased in popularity in the last few years. Millennials are much more conscious about what they put into their bodies and what the repercussions of drinking too much could have on their personal lives and future prospects. But even though Millennials may be looking for healthier, lower ABV drinks, that does not mean that they will accept poor quality. This is where the new Disaronno Fizz cocktail comes in,” adds Tsagarakis.

This year also sees Illva Saronno focusing on the growth of its Tia Maria brand. With a domestic TV commercial being aired in Europe, built around the concept of ‘One of a Kind’, its obvious Illva Saronno is investing heavily in the brand. “Tia Maria is unique and we as a company are very proud of this uniqueness,” comments Nikos Tsagarakis

“We have invested heavily into promoting Tia Maria in the domestic market, but we also have huge ambitions for the growth of the brand in Travel Retail. One of our main pillars of Tia Maria strategy is based on the mixability and versatility of our brand.”

After a long, hard day of work in the exhibition hall, visitors to TFWA Asia Pacific Exhibition & Conference can enjoy Disaronno’s famously refreshing cocktail; Disaronno Sour, at the TFWA Asia Pacific bar from Monday to Wednesday. The bar is situated on level 4 of the Marina Bay Sands Expo & Convention Centre and is open from 18.00 – 19.30, except on Monday when badge holders can enjoy cocktails from 17.30 – 19.30.