Gummy Bears Double as Ticket to Lisbon

Gummy Bears Double as Ticket to Lisbon

What if your cereal bar were also a ticket to an overseas holiday (thanks to Transavia France)?

Leo Lutero
  • 29 april 2015

With the falling prices of airline tickets, buying a flight seat is starting to feel as commonplace as buying a bus ticket. With Transavia France, it’s literally just like buying a snack. The airline’s latest social campaign #SnackHolidays sells affordable tickets to popular getaway destinations in the form of popular snack items.

The tickets come in three variants: gummy sweets, a cereal bar and potato chips. The gummy sweets will take you to Lisbon, potato chips to Barcelona and the cereal bar to Dublin. Although it looks just like an advertising gimmick, the snack-able tickets are actually available for purchase in vending machines, bookstores and supermarkets in Paris.

Also, they really do convert into flight tickets.


After snacking, a code will be found inside the packaging that could be entered on to Just type in more information for travel and a confirmation email will arrive within 24 hours.

All flights on the special promo are one way departing Paris and require prior reservation. Prices for both snacks and fa light are €35 to Barcelona and €40 for both Lisbon and Dublin.



Transavia is a Dutch low-cost airline owned by Air France-KLM. Transavia France, a younger subsidiary, began operations in 2006 and has tapped French advertising agency Les Gaulois for the campaign.

Full campaign video:

The snacks-as-plane-tickets concept is targeted toward millennials who appear to benefit the most from dwindling costs of travel. According to the UN – World Tourism Organization, traveling youth generated more than $185 million in 2011. In a report by the Boston Consulting Group, millennials find booking trips as an opportunistic game to score the best deals. Surprisingly, both business and leisure millennial travelers prefer low-cost carriers.

Turning the flight booking process into a familiar experience of grabbing a snack, the campaign turns travel into a fun, more accessible experience for anyone.

Les Gaulois

Images: Snack Holidays Transavia

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