August 7 2018  |  Confectionery & Fine Foods

Haribo introduces travel-exclusive Goldbear fixtures at airports

By Mary Jane Pittilla

Haribo’s brightly colored, travel-exclusive display units at Budapest Airport

Haribo is continuing to upgrade its presence in global travel retail with the introduction of brightly colored, travel-exclusive display units which aim to reflect the brand’s strong visual identity.

Hero of the shelves and gondolas is the yellow Goldbear mascot, which is featured prominently in the designs and whose silhouette has inspired the shape of some of the units.

The high quality materials in eye-catching red, blue, yellow and green ensure that the new displays not only coordinate with Haribo’s collection of travel-exclusive gift items but link with the bright, colorful world of fun for which the brand is known.

Haribo’s Goldbear-shaped display unit supports the launch of Haribo travel retail novelties, such as the Candy Tin and the Travel Bag

In particular, a 1.5 meter tall Goldbear-shaped display case, in the brand’s colors outlined in white for definition, is inspired by the Goldbear jelly candy.

This display’s individual shape and its embossed logo seeks to stand out boldly in the airport environment and support the launch of Haribo travel retail novelties, such as the Candy Tin and the practical Travel Bag.

The new point-of-sale displays, which are exclusive to travel retail, can already be found in selected airports across Europe, and are being rolled out in other key travel outlets around the world this year, including in Asia Pacific.

Elisa Fontana, Marketing Manager Travel Retail, said: “Haribo believes it is essential to invest in premium packaging and also in stunning branded displays if we are to grab the attention of the consumer. As he travels through the store, the passenger is greeted with a terrific array of competing brands – a real visual banquet – so we have to try to stand out. We have to get the shopper’s attention, give him visual clues to our brand DNA, and, when he is up close, delight him with cute gifts and attractive snack-and-share items. Only when we achieve all that does the actual quality of the contents come into play.”

*Haribo will exhibit at the 2018 TFWA World Exhibition (Stand number: 11B Bay Village).

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