Mondelez World Travel Retail (WTR) has launched a festive Toblerone Happy Holidays campaign at Barcelona El Prat Airport.
The initiative targets ‘Next-Gen’ travellers and is supported by a digital in-store experience.
Mondelez WTR Category Marketing Manager Irina Tarabanko said: “As travel is becoming more common and frequent, people – especially the ‘Next-Gen’ travellers – do not shop for gifts the way they used to. Travelling during the year-end holiday season has become less about going somewhere and more about going to be with someone. Celebrating the festive moments brings people closer together and Toblerone’s Happy Holidays concept offers them a new way to express themselves, to #sayitwithtoblerone.”
The festive Toblerone packaging covers a range of holiday celebrations. The limited-edition products, exclusive to travel retail, come in two formats: Tiny Mixed Bag 272g containing 34 individually wrapped pieces of Toblerone Milk, White and Dark Chocolate in miniature 8g bars; and the pre-sleeved Milk Bar 360g.
“For the Next-Gen travellers who are always on the look-out for something original and personalised, Toblerone Happy Holidays is an informal, modern and highly versatile gift for all festive occasions, whether it is Christmas or the New Year – a truly universal solution,” Tarabanko added.
Mondelez WTR has generated additional visibility for the launch through a holistic marketing campaign which includes digital in-store activations and digital advertising. Travellers will see relevant posts on social media platforms and on boarding passes and banners on relevant websites based on geo-targeting.
The activation in support of the global launch at Barcelona Airport has transformed the Premium Space in Dufry’s Terminal 1 Schengen. The area was unveiled in November and features jumbo-sized Toblerone Happy Holidays displays and a selfie mirror zone.
Until the end of January, shoppers can take photos in front of the augmented reality-powered selfie mirror with a wide variety of props and celebratory greetings. Images can be printed to accompany any gift and sent to shoppers via e-mail and shared on social media to #sayitwithtoblerone.
Tarabanko commented: “The Toblerone Happy Holidays campaign, with its selfie mirror feature and personalised touches, grants another excursion into Mondelez WTR’s expanding digital-engagement universe. Not only does this offer address a range of confectionery shopper needs – seasonal, informal gifting, sharing – but the activation also draws experience-seeking Next-Gen travellers into stores, adding festive cheer to their journey and giving them creative opportunities to share the holiday joy.”