Lindt & Sprüngli target millennials in new campaign

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The new ‘Travel the World’ campaign from Lindt & Sprüngli Travel Retail has been designed with millennials in mind, offering unique gifts and eye-catching activations during the busy summer holiday period.

The campaign will be headlined by the new Lindt Napolitains World Traveller Collection 360g range. The suitcase-style souvenir features six popular flavors: Swiss Milk, Hazelnut, Dark, Lindor Milk, Cresta Milk-Crisp and Cresta White-Crisp. The collection is available in five unique designs representing some of the world’s top holiday destinations, including the UK, the USA, Brazil, Switzerland and Spain, and is sold in a bespoke-designed tin.

Travel the World was launched at Zurich Airport, followed by São Paulo and Rio de Janeiro, London Heathrow, Madrid, Barcelona and Dubai. The campaign is supported by an influencer and Instagram initiative with the hashtag #lindtworldtravellercollection.

The latest research from Lindt & Sprüngli Travel Retail and NPD shows gifting remains one of the primary purchase drivers in the confectionery category, with travelers frequently buying exclusive and destination-themed confectionery products as presents and souvenirs.

“The summer holiday period traditionally leads to an uptick in confectionery sales, with more people traveling for leisure and looking for unique gifts and souvenirs to take home, said Peter Zehnder, head of the Lindt & Sprüngli global duty-free division.

“Our research shows that all-important millennial travelers are increasingly seeking highly personalized gifts that evoke a genuine sense of place. Our latest Travel the World campaign will enable travel retailers to maximize sales from this trend and drive further growth in the confectionery category.”

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Tara has worked for UKi Media & Events since 2013, initially as a freelancer. She has been a journalist for over a decade and has worked for a range of publications, including Personnel Today, Management Today and The Grocer.

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