Mondelēz World Travel Retail along with Gebr Heinemann to introduce their first in-store promotion for the company’s chewing gum category as well as its Stimorol brand. This initiative has been taken at the Gardermoen Airport in Oslo. This in-store promotion has been designed for highlighting the expertise of the company in the chewing gum category and also for supporting the vision of Mondelēz WTR’s ‘Delighting Travelers’ category, which is, More Shoppers and More Spend.
They used an augmented reality program to capture the attention of the customers. The company targets consumer spend with the tastings of the latest innovation of Stimorol, the “Stimorol 40 Minutes of Freshness”. In brand revenue, the initial sales results had a growth of high double-digit number.
Within the promotional area of this AR campaign, vivid backdrops are used where travelers are photographed using an augmented reality interface. The AR technology feeds a live image of the travelers to a screen located at the point of sale. They have interactive software to allow the buyers to create fun souvenir photographs from any imaginary destination. Buyers using this augmented reality app can also receive an emailed version of their photograph, which comes with the tagline saying, “Remember the fun started with Stimorol…”.
To spark the customer interest the company introduced the travel retail channel for the Stimorol brand. This further encouraged the shoppers to ‘Take off with Taste’ as they are purchasing any product from Stimorol. Apart from leveraging the new assets, this new communication highlights their chewing gum category’s playfulness with ‘a more daring approach’.
They also targeted the consumer spend with tastings of Stimorol 40 Minutes of Freshness. It comes in an exclusive five-pack format for travel retail industry and the package includes chewing gums filled with extra fresh powder and ice-cold micro-granules for long-lasting freshness.
The revenue of Stimorol brand is growing even without any active purchase incentive like price offer or a GWP, which clearly indicates the overwhelming success of the promotion. Nicole Hatt, Mondelēz WTR’s Manager Category Marketing said, “The success of this promotion lies in the powerful partnership between Mondelēz WTR, Gebr Heinemann and the POB experts from Sector Design. It has had a positive impact on the Stimorol brand image, created a unique travel experience in Oslo and also introduced the Stimorol ‘40 Minutes of Freshness’ novelty in an exciting brand environment.”
He further added, “In addition, it highlights the pioneering spirit of the Mondelēz WTR team, and their commitment when it comes to realizing the goals set out in the Delighting Travelers category vision.”