Not Just Candy: Mars Wrigley’s Dynamic Play in Travel Retail. An de Volder Interviewed
1 minute read
Introduction by: Peter Marshall
Delighted to welcome Mars Wrigley to TRunblocked – a first video for us both, which feels overdue! Few businesses have moved as visibly on shop floor thinking in the past twelve months – six M&M’S Experience openings across four continents, tins reimagined as sculpture rather than stock, and a sense of place programme that goes well beyond a city name on a sleeve.
An De Volder, Market Director at Mars Wrigley International Travel Retail, strongly argues that confectionery can be a destination rather than a transaction. Now, that is a big claim in a channel where the category rarely gets prime real estate. I met up with her recently at TFWA Cannes to deep dive and ask what the strategy really is all about, and what comes next.
