Cadbury Schweppes International Travel Retail (CSITR) reveals that partnerships across travel retail channels have increased sales of the new Cadbury Luxury Selection range.
Promotional activity in partnership with airport retailer World Duty Free which included the two new Cadbury Luxury Selection Dark & Milk Chocolate Multi-Packs exceeded expectations. The three-month promotion from November 2006, was a ‘three for two’ promotion across the Cadbury Luxury Selection portfolio, supported by in-store displays, point of sale materials and was also featured on the World Duty Free website. Results saw the Cadbury Luxury portfolio claim 10% of World Duty Free’s overall premium confectionery category.
Nigel Sandals, Buyer Confectionery and Fine Food, World Duty Free comments: “An integral part of the WDF Confectionery strategy is to develop and grow the luxury segment within our Confectionery business. Cadbury's timing on entering this market in the build up to Christmas trading period was perfect and added significant incremental sales to the category.
A key part of the success was in-store sampling. Feedback from our customers and staff was that the product tasted great, together with some element of surprise that Cadbury would offer such a premium product.
The opportunity to have world exclusives on sale in WDF offers our customers something new. WDF are constantly on the look out for exclusive / new products to delight and surprise our customers - Cadbury has responded to this well and came up trumps here!”
British Airways launched the Cadbury Luxury Selection Praline Tower Pack exclusively on-board in September ‘05 and has experienced continual success with outstanding results. This product has consistently appeared in the airline’s top three confectionery products for sale on board.
Based on the successes of promotions to date P&O Ferries launched the Cadbury Luxury Selection Range this Easter, adding to an already exciting product range on-board. The new addition will be supported by staff incentives and tastings in the Club Lounge.
Tracy Wheaton, Buyer Confectionery, P&O Ferries, comments: “We have had a positive start to the new range of Cadbury’s Luxury Selection products on board.”
Jo Willey, Regional Manager for CSITR, added: “The joint promotions have provided outstanding results across retail channels, made possible by our key business partners and consumer insight analysis. We are delighted that the Cadbury Luxury Selection range will soon be available across all three travel retail channels and look forward to building on this success to drive future promotional activity.”