Cloetta's Interactive Activation of The Jelly Bean Factory Takes Flight at Dubai International Airport
UAE – In an ambitious endeavor to invigorate the sugar confectionery category within travel retail, Cloetta Global Travel Retail has launched an innovative experiential activation featuring The Jelly Bean Factory, in collaboration with Dubai Duty Free and King of Reach by B&S. The event, which spanned the month of June, successfully merged striking visual aesthetics with interactive digital technology, transforming Dubai International Airport (DXB) into a vibrant hub of engagement for travelers.
At the center of this activation stood a remarkably designed display of the Burj Al Arab, reimagined in the unmistakable purple hue synonymous with The Jelly Bean Factory. This impressive installation served not only as a visual focal point but also as a perfect backdrop for social media photography, enticing travelers to share their experiences online. The significance of this imaginative design cannot be overstated; it provides a striking representation of local culture while simultaneously showcasing the brand’s distinctive identity, embodying Cloetta’s commitment to creating memorable experiences in an airport environment.
To further enhance traveler engagement, Cloetta introduced an augmented-reality (AR) photo booth, a groundbreaking feature at DXB. This innovative station invited travelers to capture selfies using their smartphones, integrating branded stickers and themed backgrounds to personalize their photos. By simply scanning a QR code, customers could instantly share their Jelly Bean Factory moments across various social media platforms. This initiative not only encouraged playful interaction but also addressed a fundamental challenge in the travel retail sector: fostering meaningful, low-touch engagement amid bustling airport traffic.
The AR component illustrates Cloetta Global Travel Retail’s strategic focus on creating differentiated, interactive experiences that resonate with an international audience, successfully achieving their goal of increasing footfall and enhancing customer enjoyment in the retail space.
In addition to the captivating visuals and digital interaction, the activation prominently showcased the travel retail-exclusive 175g Tube — a product already gaining traction, having established its presence at over 50 locations worldwide. This exclusive offering underlines The Jelly Bean Factory’s reputation for gourmet quality, featuring a clean recipe devoid of gelatine, artificial flavors, or colors. Such elements have proven pivotal in attracting health-conscious travelers, reflecting a broader industry trend toward clean and responsibly sourced ingredients.
Sharon Beecham, Senior Vice President for Purchasing at Dubai Duty Free, expressed enthusiasm regarding the activation: “We’re excited to host The Jelly Bean Factory activation at Dubai Duty Free. It’s a fun, eye-catching experience that brings something fresh and engaging to our retail space. Travelers are always looking for something memorable, and this activation delivers just that. We’re proud to support creative brand experiences like this at Dubai International Airport.”
Cloetta’s partnership with King of Reach by B&S underlines a commitment to a collaborative approach in expanding market reach. Initially focused on the Middle Eastern market, this collaboration is set to evolve and further support Cloetta’s global expansion objectives. The alliance leverages local expertise and insights into consumer behavior, essential factors in navigating the competitive landscape of travel retail.
The Jelly Bean Factory has emerged as a pivotal player in Cloetta’s broader strategy to expand the sugar confectionery segment within the travel retail arena. By emphasizing high-quality, recognizable products, the brand not only appeals to the growing demographic of international travelers but also sets benchmarks in experiential marketing that other industry players may strive to emulate.
Cloetta Global Travel Retail aims to continue innovating in this sector, manufacturing experiences that resonate with consumers and enhance brand loyalty. As travel gradually bounces back post-pandemic, such creative activations will likely play a crucial role in reviving interest and engagement within the travel retail market.
In conclusion, as the post-pandemic landscape begins to reformulate consumer expectations, Cloetta’s initiative at Dubai International Airport exemplifies a forward-thinking approach that prioritizes engagement, quality, and experiential immersion. This campaign not only serves to elevate The Jelly Bean Factory beneath the glistening lights of Dubai but also signifies a thoughtful nod to the evolving relationship between brands and consumers in travel retail.
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