SUGAR CONFECTIONERY: HARIBO
High-profile promotions keep travellers entertained in the ‘happy world of Haribo’
Consumer-voted Travel Retail Awards’ finalist Haribo sees duty free and travel retail as a real opportunity. Andrew Pentol learns that the brand is looking to make an impact through high-profile promotions and to establish itself across all industry sectors worldwide including airports, border stores, cruises and ferries.
A
nyone passing through Dubai International Airport in the past few months
might well have been exposed to the ‘happy world of Haribo’ as part of an activation executed in partnership with Dubai Duty Free (DDF). Launched in Concourse A in
March, the high-profile promotion (HPP) ran until the end of May and encouraged passengers to play the memorable Haribo song on a special xylophone in-store. A promoter was on hand to deliver
mini-bags of Haribo Goldbears and present the sweet confectionery brand’s travel exclusive range of skus. These included collectable Goldbear-shaped candy tins, Goldbear gift-boxes, resealable pouches and other gifting and sharing packs. As far as the brand was concerned,
the HPP provided a welcome opportunity to increase visibility in the channel and gauge consumer reaction to its products. Haribo, which was a finalist in
the Best Confectionery Product category of the 2019 consumer-voted Travel Retail Awards, is no stranger to HPPs. Last summer, the brand teamed up with Gebr. Heinemann to execute a series of HPPs at selected European airports.
Leveraging engagement A Haribo-branded ‘Heinemann Choice’ stage featuring the gummy bear confectioner’s latest travel retail exclusive products acted as a draw for travellers at Heinemann stores in airports such as Frankfurt and Budapest. At the centre of the activations
was a five-key xylophone. Travellers were encouraged to try their hand at the Haribo song – ‘Kids and grown- ups love it so, the happy world
JUNE 2019
of Haribo’. The purpose of the activations was
to leverage engagement with the brand by encouraging passengers to interact with key assets and purchase from its wide range of jelly confectionery. This includes resealable sharing pouches and ‘cute’ travel exclusive gifting items. Elisa Fontana, Marketing Manager
Global Travel Retail, Haribo tells TRBusiness: “It was an honour to run this promotion with Dubai Duty Free. It was great to have this huge yellow bear walking around and hugging everyone. “People of all nationalities simply
loved it and wanted to take pictures and post them on Instagram. “As a relatively new brand in this
region it was a great experience and sales are developing tremendously in this part of the world.” Haribo, which has worked hard
on its pouches and halal ranges, has experienced a positive first quarter, according to Fontana. “We are pretty happy with
how things are progressing with development across all markets, particularly in Asia. “There is a strong feeling of
“It was an honour to run this promotion with Dubai Duty Free. It was great to have this huge yellow bear walking around and hugging everyone.”
Elisa Fontana, Marketing Manager Global Travel Retail, Haribo
TRBUSINESS 57
optimism and we believe business will continue developing.” While Europe remains the most
important market for Haribo’s duty free and travel retail business, the importance of establishing itself in Asia is not underestimated by Fontana and her team. “We have only really been focusing
Above: Haribo recently held a high-profile promotion with Dubai Duty Free at Dubai International Airport.
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