June 13 2018  |  Confectionery & Fine Foods

Mars shares sweetness this Eid

By Hibah Noor

This Thursday sees the beginning of Eid - an important religious holiday celebrated by Muslims worldwide that marks the end of Ramadan – and Mars International Travel Retail is joining in these celebrations with a new activation called ‘Share the sweetness this Eid’.

The company developed a seasonal proposition for its local blockbuster Galaxy Casket 650g, upscaling from its usual 400g to make it the perfect gift for Eid. The special edition Galaxy Casket is supported by a ‘Buy 2 get 1 free’ offer and a 360 degree promotional plan covering many touchpoints throughout key airports including Bahrain, Muscat, Jordan, Damman, Riyadh, Jeddah and Dubai. Special Eid themed artwork is being used to enhance the offering and entice the traveler, with perhaps the most spectacular display being used in Dubai Airport where MITR has produced an enormous 3D casket filled with gold and Arabic elements.

Coming together and sharing gifts is a huge part of the Eid celebration, and research shows that 37% of people will give chocolate as a gift and that chocolate consumption is at its highest in this season.

“Eid Al Fitr, Eid Al Adha and Diwali are the 3 most widely celebrated seasons across the Middle East and statistics show that the confectionery category grows +18% during Fitr and +4% during Adha,” says Category Director Raghav Rekhi. “Our strategy is to drive incremental category growth by driving penetration through seasonal relevance, leveraging the region’s favorite brand.”

Brand News

June 18 2018

Diageo introduces Johnnie Walker…

Diageo Global Travel is set to introduce Johnnie Walker Black Label Triple Cask Edition exclusively in travel retail this…

By Hibah Noor

June 18 2018

Puig welcomes passengers aboard…

Beauty group Puig has launched two travel-exclusive limited-edition collector’s fragrances from Jean-Paul Gaultier: Gaultier…

By Hibah Noor

June 18 2018

NARS Cosmetics teams with fashion…

NARS Cosmetics has collaborated with long-time fashion design partner, Erdem Moralioglu, on a 14-piece makeup collection…

By Hibah Noor

June 18 2018

Hendrick’s celebrates World Cucumber…

Hendrick’s Gin staged an unusual global activation on June 14 to mark World Cucumber Day across the travel retail world.

By Mary Jane Pittilla

June 18 2018

Award-winning Aberfeldy goes for…

Aberfeldy 12yo’s new gold bar-themed gift tin, presented a travel retail exclusive one-liter…

By Mary Jane Pittilla

June 13 2018

Mars shares sweetness this Eid

​This Thursday sees the beginning of Eid - an important religious holiday celebrated by Muslims worldwide that marks the…

By Hibah Noor

June 12 2018

Tiger Beer roars for Heineken in…

Heineken Global Duty Free showcased its expanded portfolio at the TFWA Asia Pacific show in Singapore, led by the country’s…

By Mary Jane Pittilla

June 12 2018

Grey Goose journeys through the…

Launching now across global travel retail is the 2018 limited-edition Riviera bottle from Grey Goose vodka that celebrates…

By Mary Jane Pittilla

June 12 2018

Licor 43 taps into coffee trend…

In response to the booming coffee trend, Spanish wine and spirits producer Zamora Company has introduced Licor 43 Baristo,…

By Mary Jane Pittilla

Copyright 2018 DutyFree Magazine. All rights reserved. Privacy Policy Sitemap