HARIBO is staging a season of high-profile promotions in Europe, highlighting its latest travel exclusive editions, in partnership with Gebr. Heinemann.

The first activation, which took place in April at the Plaza at Hamburg Airport, included a decorated podium featuring the new range of travel exclusive HARIBO 750g and 250g resealable pouches, which come in four assortments: Air-Parade, Starmix, Goldbears and Happy Cola.

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The travel exclusive range also includes the new 748g HARIBO Pick&Party sharing pouch, containing 45 mini-bags of the brand’s bestselling sweets, plus mixed-fruit and Happy Cola Roulettes.

HARIBO’s promotion is running this month at four shops in Frankfurt Airport and will be followed by displays at airport shops operated by Heinemann across Europe, including Berlin, Cologne, Budapest, Vienna, Istanbul, Copenhagen, Oslo, Stavangar, Trondheim, Bergen and Amsterdam.

Gebr. Heinemann Retail Manager Thomas Brock said: “HARIBO is such a well-known and popular brand that we can be sure of a great response to these colourful activations. Passengers choose a couple of the bags as they pass by the podium and they are delighted to find travel exclusive versions of a brand they know and love.”

HARIBO Head of Travel Retail Worldwide Juan Miguel Cabrera commented: “The HARIBO sharing pouches are ideal for families and friends to share on their journey. They come in two sizes to suit consumer demand and, because they are resealable, they stay tidy in transit and the contents keep fresh. Given the high quality of the pouches they also make attractive and fun gifts, so we believe we are on to a winner.”

by Helen Pawson, Brands Editor
Source: ©The Moodie Davitt Report