With Europe’s peak summer holiday period in full swing and Paris basking in the heat and the excitement of its spectacular staging of the Olympics, HARIBO has innovated a colorful new campaign at the city’s Paris Orly Airport – the Giant Wheel of Fortune shopper engagement activation celebrates the brand’s latest product launch in travel retail, The Giant Roulette.
The new HARIBO HPP combines physical and digital versions of its Giant Wheel of Fortune game that engages with shoppers to spin the wheel of the instore display or interact digitally with the brand via a QR code for the chance to win a GWP Haribo-branded cotton bag or a HARIBO luggage tag decorated with the brand’s famous Goldbear illustration. In fact, HARIBO ensures that every participant feels like a winner as there are also consolation prizes of packets of Goldbears minis.
Supported by vibrant in-store displays, shoppers of all ages can play the physical in-store version and, for those age 13 and above, they can also instantly access a digital game via the prominently displayed QR code, with the chance to win prizes that can then be claimed instantly in-store. The digital platform also provides additional HARIBO content and enables the traveler to continue the fun on the rest of their journey.
The instore presentation features favorites from across the HARIBO portfolio, with special focus on the new Giant Roulette – a travel retail exclusive that features a new selection of chewy fruit gums to capitalize on changing consumer tastes, featuring a mix of 5 pocket-sized rolls in Fruit (2 x 45g), Sour (1 x 45g) and Cola (2 x 45g) flavors. This colorful eye-catching item is perfect for sharing with friends and family on a journey. It is also the first time the brand’s popular Roulette packaging format has been launched in GTR. The addition of the sour flavor reflects the remarkable growth of sour flavors in confectionery, particularly among Gen Z and Millennial consumers, both key targets for HARIBO in GTR.
Following the Paris Orly launch in partnership with Lagardère, HARIBO plans to expand the activation to further locations, including Warsaw Airport and will also feature at airport locations in Argentina later this year. Elisa Fontana, Marketing Director, HARIBO, commented: “The objective is to increase consumer engagement in the confectionery category and to drive footfall and conversion with a strategy that adds excitement to the shopper journey culminating in-store with the Giant Wheel of Fortune, live now with major HPPs with Lagardère at Paris Orly Airport and Baltona in Warsaw. We are also investing in additional visibility and brand fun in Ibiza, Mallorca and Copenhagen. In October the campaign moves to Argentina in Dufry stores, to leverage the growing appeal of HARIBO in the country.”
