Mondelez World Travel Retail (WTR) is tapping into the power of the personal touch by scaling up Toblerone’s most successful customisation initiatives.
Highlights include the Toblerone 360g sleeve printer and the digital sticker printer for Toblerone Tiny 272g, which both offer a bespoke experience and capture the attention of travelling confectionery consumers, the company said.
“By adding digital into the mix, Mondelez WTR is approaching the trend holistically, providing travelling consumers with not only a bespoke memento or gift, but a bespoke experience.” — Mondelez WTR Head of Customer Development Richard Houseago
The Toblerone sleeve printer, which made its travel retail debut at Istanbul Airport in April 2019, encouraged travelling shoppers to print personal messages onto the chocolatier’s signature gold packaging. It printed almost 7,000 sleeves during an initial three-month promotional period.
Mondelez WTR has since rolled out the sleeve printer to 40 locations across Europe, Asia, Australia, and most recently, the Middle East.
According to the company, sales of the Toblerone 360g bar doubled at Dubai International Airport (DXB) following the installation of the sleeve printer.
Mondelez WTR also launched a digital sticker printer at Hong Kong International Airport in December 2019. The printer allowed travelling shoppers to digitally print personal messages to decorate their Toblerone Tiny 272g bags.
The sticker printer contributed to a high single-digit sales uplift at the airport. Mondelez WTR is following the success of this launch by rolling out the sticker printer in 20 locations across Europe, Asia, the Middle East and Latin America.
Toblerone was one of the pioneers of personalisation in the confectionery category, according to Mondelez. In 2017, Toblerone launched its ‘messages’ campaign, which introduced a new kind of packaging for its 360g bar. It also launched a ribbon printer in 2018, followed by a trial that used QR code stickers on its Toblerone Tiny bags which allowed shoppers to share personalised videos.
“Personalisation is about individualism, differentiation and emotion,” said Mondelez WTR Head of Customer Development Richard Houseago. “It provides us with a direct avenue to give travellers exactly what they want, and to engage them in a meaningful, emotional way.”
“By adding digital into the mix, Mondelez WTR is approaching the trend holistically, providing travelling consumers with not only a bespoke memento or gift, but a bespoke experience.”
Houseago added, “The remarkable success of Toblerone’s latest personalisation initiatives underlines the incredible opportunity in democratising personalisation through confectionery. We’re engaging more travellers than ever before, bringing distinction to the channel and driving more shoppers, more spend, more often.”
