Hershey’s drives Asian business with promotions

Nicole Mezzasalma

8-Apr-2010

The confectionery supplier has organised activities with Dufry Group in Singapore and Duty Free Philippines in Manila

Confectionery supplier Hershey’s has invested in promotions to drive its business in the Asia/Pacific region. In February, the company worked with Dufry Group at Singapore Changi airport to promote sales during the Chinese New Year holiday period, using promotional displays in-store that focused on Hershey’s branding. A gondola dedicated to products exclusive to travel-retail with a circular light box to help orientate passengers to it was also used.

The Hershey Company world travel-retail director Lilibeth Cruz said: “The idea behind the artwork was to greet consumers with the Happy Chinese New Year message but at the same time there was a subtle greeting of Happy Valentine’s Day as we used the Kisses plume to express love by getting into a heart shape.

The supplier is currently hosting the Wheels of Summer promotion with Duty Free Philippines, which will run until the end of April. Four family cars and 57 gift certificates worth $300 each are up for grabs by customers shopping in the retailer’s outlets at Manila Ninoy Aquino airport.

Cruz added: “Duty Free Philippines is a valued travel-retail partner of ours. The airport provides an excellent platform for Hershey’s to encourage spend and for us to give something back to the airport and retailer and of course, to all the travellers passing through.”

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