Hershey’s activation comes to life at KLIA
A new mobile retail concept from Hershey’s has launched at Kuala Lumpur International Airport (KLIA).
The Hershey’s flotilla buggy is the result of The Hershey Company, Malaysia Airports and DR Groupdiscussing ways to enhance customer engagement at the TFWA World Exhibition & Conference in Cannes in October 2017.
The flotilla buggy is converted from a conventional buggy making it the world’s first truly mobile promotion from a confectionery brand and is expected to become a unique attraction at KLIA, Malaysia Airports said. It is based on the classic American Cadillac and is adorned with messages and artistic images of iconic landmarks.
Nazli Aziz, senior general manager for commercial services, Malaysia Airports (at the rostrum) giving a speech at the launch of the Hershey’s flotilla buggy.
“Malaysia Airports is constantly looking into new ways to curate a convenient, unique and memorable shopping experience for customers. The launch of the Hershey’s flotilla buggy is the culmination of a successful partnership between Malaysia Airports, a world-class confectionery brand and an enterprising retailer,” Malaysia Airports Senior General Manager for Commercial Services Nazli Aziz said.
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DR Group Managing Director Dato’ Dahlan Rashid added: “Since its inception in 1985, DR Group has been creating its own niche internationally by innovating [in] the travel retail confectionery landscape. We believe this synergistic collaboration provides the perfect beginning for endless possibilities in retail innovation.”