07/10/2025
Welcome to the latest edition of The Moodie Davitt Spotlight Series eZine, where we explore The M&M’S Experience concept and its significance for Mars Wrigley International Travel Retail’s evolving vision for the confectionery category.
At the heart of this ambition lies a critical audience: Gen Z and Millennials. According to the company, the challenge is attracting and holding the attention of this important demographic in the airport and the M&M’S Experience addresses this head on.
The M&M’S Experience concept is built around three strategic pillars: Brand Partnerships, Interaction & Engagement, and Personalisation & Sense of Place. Together these create a layered experience rooted in insight while offering travellers new ways to connect with the brand.