May 13 2019  |  Confectionery & Fine Foods

Anthon Berg draws on emotions in inspirational Mother’s Day promotion

By Hibah Noor


Dubbed “The Generous Call”, Anthon Berg’s promotion at Copenhagen Airport aims to take travelers back to what matters in life

Confectionery company Anthon Berg, whose tagline is “You can never be too generous”, is staging a promotion in Gebr Heinemann’s shop at Copenhagen Airport throughout May.

Inside the promotion area in the operator’s store at the Danish airport hub, Anthon Berg is asking travelers the question: “When was the last time you said I love you?”

Hovering above the 20 square meter pink-floored promotion area is a halo sign reading: “Call someone you love & get free chocolate”. Beneath the sign is a pink British-style phone booth catching the attention of busy travelers and encouraging them to think of someone they love and make a free call to that someone – wherever they may be in the world.

Dubbed “The Generous Call”, the promotion aims to tap into powerful emotions and take travelers back to what matters in life, according to Anthon Berg.

Speaking about the promotion’s emotional draw, André Haunsoe Kampmann, Senior Brand Manager, Anthon Berg International, explained: “By turning the purchase situation upside down and making it all about someone else rather than the consumer, we nudge travelers to tap into emotions of love and appreciation – two powerful emotions and therefore efficient tools to connect consumers to the Anthon Berg brand.”

He continued: “The promotion is easy to decode, tempting to try and offering value before an actual purchase. This creates a low entry point for the traveler to participate. Product samples are handed out in the promotion area for further involvement.”

The Generous Call campaign has been launched in Copenhagen Airport in time for Mother’s Day on May 12, but it is just as relevant any other day of the year, said Kampmann.

Products on promotion are the Travel Retail Exclusive Fruit in Marzipan range counting Strawberry in Champagne, Plum in Madeira, Blueberry in Vodka, Raspberry in Orange Liqueur, Apricot in Brandy.

Other featured products are the world-renowned Chocolate Liqueurs. Specific products are the Travel Retail Exclusives Grand Cordials: Chocolate Liqueurs, Chocolate Cocktails and Chocolate Coffee Liqueurs.

A movie centered on the promotion can be viewed on YouTube at https://www.youtube.com/watch?v=ujhCknnYn8Y and on Facebook at https://www.facebook.com/anthonberg/videos/313917446170579.

Brand News

July 23 2019

A fragrant tribute to a vibrant…

​The French Côte d’Azur is the inspiration for the new Ombre Azurite women’s fragrance from Jean Charles Brosseau.

By Mary Jane Pittilla

July 23 2019

Molsheim & Co unveils upscale Crystal…

Get ready for the exclusive travel retail launch of the French house Molsheim & Co’s Crystal Collection of niche fragrances…

By Hibah Noor

July 23 2019

Absolut Singapore limited-edition…

This July sees the launch of Absolut Singapore, a limited-edition vodka bottle with a bespoke wrap designed by Brazilian…

By Mary Jane Pittilla

July 23 2019

Colm McLoughlin honored at Aviation…

At a glittering gathering of over 300 senior aviation executives in Ireland, Dubai Duty Free’s Executive Vice Chairman &…

By Hibah Noor

July 23 2019

The Macallan Boutique off a spirited…

The Macallan, dubbed “the most valuable single malt in the world”, has opened The Macallan…

By Mary Jane Pittilla

July 23 2019

Gin and Japanese whisky post double-digit…

Overall spirits volume grew 2.5% in the travel retail channel last year to reach 24.5 million nine-liter cases with a value…

By Jas Ryat

July 23 2019

YSL unveils Mon Paris Parfum Floral…

L’Oreal Travel Retail has introduced Mon Paris Parfum Floral, the latest addition to the Mon Paris fragrance family by leading…

By Hibah Noor

July 18 2019

Oribe Hair Care breaks into travel…

Oribe is set to tackle travel retail with a curated range of professional-grade haircare products for discerning consumers

By Hibah Noor

July 16 2019

Maui Jim on an Even Keel with new…

State-of-the-art treatments feature in the frames unveiled this summer in travel retail by premium polarized sunglasses supplier…

By Mary Jane Pittilla

Copyright 2019 DutyFree Magazine. All rights reserved. Privacy Policy Sitemap