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Reese's Launches 'Take Home the Cup' Travel Retail Campaign for FIFA World Cup
The Hershey Company has rolled out a new travel retail campaign for Reese's, themed around football and timed with the FIFA World Cup. The initiative includes exclusive packaging, airport pop-ups, and interactive experiences across major international airports.
The Hershey Company has introduced the Reese's 'Take Home the Cup' campaign, an exclusive travel retail activation leveraging the FIFA World Cup. The campaign features limited-edition TREX (Travel Retail Exclusives) products, including a Reese's Milk Chocolate Peanut Butter Cups multipack with football-inspired graphics.
Immersive airport activations and pop-ups are being set up at key international airports. Locations include Dubai International Airport (operated by Dubai Duty Free), Zayed International Airport (Lagardère Travel Retail), Singapore Changi Airport (FNA Group International), São Paulo Guarulhos International, Miami International, New York John F. Kennedy, and Seattle-Tacoma airports (all via Avolta), plus Los Angeles International Airport (DFS Group).
In the coming weeks, the campaign will also roll out to Duty Free Americas and additional duty-free locations, such as the Puerto Iguazú border store in Argentina with London Supply, and airports in Greece, Mexico, and Brazil with Avolta.
Consumers will encounter the tagline 'Take the cup, taste the win' across point-of-sale materials and digital touchpoints. The campaign is designed to capitalize on football fever and drive impulse purchases in the travel retail channel.