June 13 2018  |  Confectionery & Fine Foods

Mars shares sweetness this Eid

By Hibah Noor

This Thursday sees the beginning of Eid - an important religious holiday celebrated by Muslims worldwide that marks the end of Ramadan – and Mars International Travel Retail is joining in these celebrations with a new activation called ‘Share the sweetness this Eid’.

The company developed a seasonal proposition for its local blockbuster Galaxy Casket 650g, upscaling from its usual 400g to make it the perfect gift for Eid. The special edition Galaxy Casket is supported by a ‘Buy 2 get 1 free’ offer and a 360 degree promotional plan covering many touchpoints throughout key airports including Bahrain, Muscat, Jordan, Damman, Riyadh, Jeddah and Dubai. Special Eid themed artwork is being used to enhance the offering and entice the traveler, with perhaps the most spectacular display being used in Dubai Airport where MITR has produced an enormous 3D casket filled with gold and Arabic elements.

Coming together and sharing gifts is a huge part of the Eid celebration, and research shows that 37% of people will give chocolate as a gift and that chocolate consumption is at its highest in this season.

“Eid Al Fitr, Eid Al Adha and Diwali are the 3 most widely celebrated seasons across the Middle East and statistics show that the confectionery category grows +18% during Fitr and +4% during Adha,” says Category Director Raghav Rekhi. “Our strategy is to drive incremental category growth by driving penetration through seasonal relevance, leveraging the region’s favorite brand.”

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