Mars Wrigley International Travel Retail (ITR) is strengthening its presence in Latin America through its partnership with Avolta, enhancing the retail experience for travellers in this emerging region. This development will see the introduction of its proven Transaction Zone model in key regional hubs, alongside the launch of the first M&M’S Experience shop-in-shop in the region.
This development reflects Mars Wrigley ITR’s commitment to Latin America, a region known for its diversity, potential and strong emotional connection to food, retail and hospitality. In travel retail, major gateways such as São Paulo, Rio de Janeiro and Buenos Aires offer high passenger traffic across domestic, regional and international travellers, making them ideal environments to drive brand visibility, trial and conversion.
Debut of M&M’S Experience Shop-in-Shop in São Paulo
Highlighting this development is the opening of a new M&M’S Experience shop-in-shop in São Paulo, located in Terminal 3 Arrivals at São Paulo/Guarulhos International Airport. Positioned within one of Avolta’s highest-traffic areas, the space is designed to maximise engagement at a key consumer touchpoint. The opening represents the first M&M’S Experience location in the Americas and forms part of a rapid global rollout, with the concept now spanning shops in Latin America, Europe, the Middle East and Asia. It is the fifth such opening within the past year and the first global roll-out with Avolta.
The São Paulo space is designed for both immersive brand storytelling and strong commercial performance. Key features include:
· A “You & Who” station, a personal digital experience where visitors can create a fun, animated video message using their own movements, perfect for sharing with friends and family.
· A dedicated gifting display for gifts and souvenirs with exclusive sleeves inspired by São Paulo and Brazilian culture.
· A striking ceiling installation made of colourful M&M’S tins, creating a bold visual and photogenic centrepiece.
· A rotating brand partnership, launching with a M&M’S x kate spade new york limited edition collection of candy-inspired jewellery and leather goods.
By focusing on entertainment, personalisation, and a local “sense of place,” the design aligns with Mars Wrigley ITR’s broader strategy to transform confectionery from a simple purchase into a memorable retail destination.
Enhancing the Checkout Experience in Key Airports
Alongside the M&M’S Experience shop-in-shop in São Paulo, Mars Wrigley ITR is also implementing its proven Transaction Zone model at two of Latin America’s busiest airports: Galeão International Airport in Rio de Janeiro and Ezeiza International Airport in Buenos Aires.
In Rio de Janeiro, the new checkout environment is in its final implementation phase and will open soon. It’s designed to drive impulse purchases and the execution is guided by Mars Wrigley ITR’s “Reward, Recharge, and Remind” category strategy, ensuring the assortment, with a key focus on gum, meets diverse consumer needs and maximizes conversion at the point of sale. A similar implementation is completed in Buenos Aires, a hub renowned for its strong domestic and international passenger flows and a retail model geared towards premiumisation and conversion.
