Written by Pardis Behboodi 3 min read · December 1, 2025
In 2025, King of Reach by B&S once again teamed up with Mars Wrigley to bring joy, colour, and irresistible treats to travellers across regions. Together, we transformed airports and maritime hubs into immersive, playful worlds celebrating Mars Wrigley’s most beloved brands.
Our shared mission was clear: boost visibility, elevate the traveller experience, and drive sales. The result was a year of creativity, collaboration, and meaningful consumer moments, proof that no matter where they go, travellers still seek small sparks of happiness.
Turning travel into experience
This year’s activations spanned the Nordic and LATAM regions, using seasonal and thematic moments, from Christmas to summer, to bring Mars Wrigley’s and M&M’s spirit of fun, playfulness and happiness to life. With permanent displays, interactive campaigns, and dynamic retail transformations tailored to local markets, we turned quick stops into memorable experiences. Strategic placement across duty-free terminals and key maritime routes amplified visibility, deepened engagement, and increased purchase intent at every touchpoint.
Impact beyond numbers
Our activations delivered measurable results. Stores reported notable lifts in engagement and sales, increased footfall, longer dwell times, and stronger interaction with Mars Wrigley products.
Collaboration at the heart of success
Each activation was powered by close collaboration between King of Reach by B&S, Mars Wrigley, and our travel retail partners. Together, we ensured every setup, whether in terminals or maritime shops, reflected the quality, consistency, and storytelling that defines Mars Wrigley’s portfolio of brands worldwide.
As we move toward 2026, our focus remains on elevating visibility, engagement, and connection. Travel retail thrives on discovery, and we’re proud to help Mars Wrigley bring that spirit to life.
Ready to elevate your travel retail experience?
Let’s create something unforgettable. If you’re looking to energise your spaces, captivate travellers, or strengthen brand connections, we’re here to help. Reach out and discover how King of Reach by B&S can turn your shelves into destinations of joy and discovery.
