Mondelēz’s Milka Monopoly marketing campaign – abstract
- Mondelēz World Journey Retail launches Milka x Monopoly airport marketing campaign
- Promotion spans Europe and Latin America airports with experiential activations
- Consumers can win limited-edition Monopoly video games via Play to Win
- Journey retail confectionery market price $4.8bn and rising at 8.3 % CAGR
- Marketing campaign displays confectionery shift in the direction of experiential partnerships, driving incremental progress
Mondelēz World Journey Retail, a division of Mondelēz Worldwide, has introduced its newest collaboration – Milka x Monopoly.
The limited-edition marketing campaign unites two of the largest names in confectionery and gaming, and provides customers the possibility to strive Monopoly-themed Milka bars.
Accessible at airports throughout Europe and Latin America, it consists of ground decorations, in-store digital screens, and devoted shelf communications asking travellers to Play to Win – prizes embody Milka x Monopoly recreation units.
“Milka and Monopoly are two manufacturers that join generations – one via style, the opposite via play – and collectively they offer us a robust method to comply with the traveller via the airport – from the primary visible set off to in-store activation to the collectible they take dwelling,” says Joost Rosmuller, VP & managing director at Mondelēz World Journey Retail. “That journey from consciousness to conversion is what Vacation spot: Worth is all about. Whenever you mix a model folks love with a mechanic that rewards curiosity, you flip a routine airport store into one thing folks bear in mind – and that’s the place incremental progress lives.”
Journey retail progress
The journey sweets and snacks business is large enterprise, and it’s rising quick.
From airports to seaports, journey retail is changing into a serious progress alternative, with CPGs together with Ferrero, Nestlé, Hershey, and Mondelēz, now totally focusing to it.
It’s already price $4.8bn (€4.1bn), and rising at a CAGR of 8.3%, taking it to $7.7bn by 2030 (market analysts Grand View Horizon).
It’s no shock then that Mondelēz has created a devoted journey marketing campaign – Vacation spot: Worth.
What’s Vacation spot: Worth?
Vacation spot: Worth is Mondelēz Worldwide’s plan to redefine the function of confectionery and snacking in responsibility free, reworking it from a transactional house right into a dynamic, experience-led channel.
Confectionery’s advertising shift
Milka’s journey tie-up with Monopoly is the newest instance of a confectionery large leaning into experiential advertising.
It joins Ferrero’s FIFA World Cup marketing campaign, Nestlé’s KitKat and Method 1 collaboration, Ferrero’s Wonka-Netflix launch, and Mars’ M&M’s-Love Island partnership.
We sit up for seeing what Large Confectionery does subsequent!
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- Thomas Chatenier, World President, Nutella
- Fabio Mora, Senior VP of Open Innovation, Ferrero
- Alisia Heath, VP of Analysis & Growth, NotCo AI
- Honorata Jarocka, Affiliate Principal, Mintel Meals & Drink, Mintel
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