UK. Mondelez World Travel Retail (WTR) has partnered with Dufry for a major Cadbury’s chocolate campaign at the retailer’s London Heathrow Airport stores.
The activation centres on the launch of 1,000 Cadbury Dairy Milk Limited Edition Laser-Engraved 180g bars.
It marks a first for Mondelez WTR and Cadbury, featuring chocolate bars finished with laser-etching technology, which creates detailed images on the chocolate.
The exclusive collaboration with Dufry underlines Cadbury’s British heritage and has, according to the partners, generated significant excitement in-store.
Digital engagement has been encouraged through Dufry’s Emotion+ programme, with all 1,000 bars sold within two weeks of the launch.
The partners said: “Cadbury’s Limited Edition Bars leverage the premium gifting category by merging digital innovation, luxurious packaging and delicious chocolate in one exceptional offering, underlining the power of a winning portfolio in travel retail.”
The image on the Cadbury Dairy Milk chocolate bars pays homage to Cadbury’s British roots, with a skyline of London’s most popular sights, including Big Ben and London Bridge.
The souvenir bars enable Mondelez WTR to “share it commitment to differentiating the channel, bringing unique gifting opportunities to travellers from around the world”.
The bar is presented in a Cadbury-purple box with gold-embossed detailing accentuating the laser-etched details. Imagery champions British places and motifs, with layered packaging designed to create an ‘unboxing’ experience for shoppers. A certificate of authenticity is included to add an air of exclusivity.
The Cadbury Limited Edition Laser Engraved Bar launch is supported by an in-store campaign aimed at immersing shoppers in the world of Cadbury. Screens are included and the Laser-Engraved Bar is spotlighted at the centre of the promotion.
The campaign, which will run until the end of May 2023, also aimed to elevate awareness of the confectionery category, and “deliver a truly unique experience for travellers at Heathrow”. Although the Cadbury Limited Edition Laser Engraved Bars have sold out, the Cadbury ode to Britain continues with the Cadbury Sense of Place Great Britain 520g pouch, which was released last December.
Mondelez WTR Marketing Director Dogus Kezer said: “This campaign has been incredible for so many reasons. Selling out within days is a nice feather in the cap, but to see how well-received the laser-etched bars have been is incredibly fulfilling and insightful.”
Kezer described the campaign as a “remarkable milestone in our digital journey”.
“It speaks to the potential we need to tap into within the confectionery category to deliver exciting premium gifting options and unique experiences, very much in line with our category vision. We are very pleased with the result, and grateful to our partners at Dufry who continue to push boundaries alongside us to further drive the differentiation of the channel.”
Dufry Global Category Management Head for Confectionery & Food Philippe Moryl added: “Our partnership with Mondelez for the Limited-Edition Cadbury Dairy Milk Laser-Engraved Bars at Heathrow has been a tremendous success.
“Honouring British heritage, these bars generated immense excitement in-store and online through Dufry’s Emotion+ programme. All 1,000 bars sold within two weeks, showcasing the power of our collaboration in delivering standout concepts and unforgettable shopping experiences in our World Duty Free stores.”
As reported, the Limited-Edition Cadbury Dairy Milk Laser-Engraved Bar was highlighted at the TFWA Asia Pacific Exhibition in Singapore earlier this month. 
