Inside this Issue:

03

From the Editor: The Moodie Davitt Report Brands Director Hannah Tan introduces this special edition, exploring how The M&M’S Experience embodies Mars Wrigley International Travel Retail’s ambition to re-energise confectionery as a category of joy and engagement.

04

Power of Experience: The brand owner highlights the role of experience in capturing attention and driving shopper conversion; particularly as Gen Z and Millennial shoppers become the dominant demographic in the channel.

05

Antalya debut: We present, in colourful words and pictures, The M&M’S Experience’s debut at Antalya International Airport.

07

Keynote Interview: Market Director An De Volder outlines Mars Wrigley International Travel Retail’s long-term growth vision, why Antalya International Airport was chosen for the M&M’S Experience debut and why the company is “just getting started”.

09

Brand Partnerships: We spotlight how M&M’S is leveraging brand partnerships to evolve beyond confectionery. We spotlight a cross-category collaboration with kate spade new york and preview an exciting new partnership with Crocs.

10

Experience and Engagement: The M&M’S ‘More Fun Together’ brand purpose comes to life through the M&M’S Experience concept via immersive elements and gamified activities, including the PlayHub.

11

Personalisation & Sense of Place: In a category where purchases are often emotionally driven and impulse-led, Personalisation & Sense of Place play a key role in turning consideration to conversion; making them an essential pillar of the M&M’S Experience concept.

12

Sustainability: We explore the thinking behind Mars Wrigley’s ‘Sustainable in a Generation’ roadmap.

Writer, Designer & Editor: Hannah Tan

Founder & Chairman: Martin Moodie

President & Editorial Director: Dermot Davitt

Chief Sub Editor: Leanne Farnell

Publisher: Irene Revilla