Mondelez World Travel Retail (WTR) has teamed up with Dufry to introduce a multi-dimensional Toblerone gifting experience at Dufry’s new generation store at Zürich Airport.

The Toblerone Gifting Station was unveiled in February and pays tribute to Toblerone’s Swiss heritage and homeland. The space includes backwalls with incorporated screens, magnifying product displays as well as a gifting and ‘Create Your Own Toblerone’ station.

Mondelez WTR Head of Category Planning Ivo Knuesel said: “The innovative space in Dufry’s new store in Zürich is the perfect setting to build on Toblerone’s impressive track record of in-store engagement. The Toblerone Gifting Station responds to Next-Gen travellers’ desire for authentic brand experiences with a personalised edge.

“This latest activation also demonstrates our dedication to our digital agenda, which is the extension of our Delighting Travelers category vision and is supported by the three main pillars: digital in-store engagement, online communications and e-commerce.”

The new concept resonates with shoppers on a personal level via creating emotion

The new installation responds to the trend of personalisation, said Mondelez WTR. With every Toblerone purchase, shoppers can print a complimentary personalised message on a ribbon for their Toblerone gift bags, in under a minute. Two Sense of Place sleeves are available to accompany the chocolate bars: ‘Zürich City’, featuring the skyline of Switzerland’s largest metropolis, or ‘Grüezi’ (‘Hello’ in Swiss German).

“More than just a purchase”: Zürich Airport said that the Gifting Station answers to travel retail shoppers’ desire for an added value proposition

Dufry Group Global Category Management Head – Confectionery, Food, Souvenirs & Toys Philippe Moryl said: “We really appreciate Mondelez WTR’s creativity and cooperation with this activity. They were the first to understand how important it is to deliver a concept that makes maximum use of all touch point opportunities we are proposing within our new generation store concept.

“Communicating brand value and image through via our digital solutions, creating emotion with unique and outstanding retail execution and interacting with customers by proposing personalised products. In this context the Toblerone gifting station is the perfect fit, bringing innovation and resonating with shoppers on a personal level.”

Zürich Airport Senior Manager Retail Airside Anja Baer added: “Shoppers in travel retail look for more than just a purchase today. They are looking for an added value proposition through ultimate experiences, and the Toblerone gifting station well caters for this. Over two million passengers who pass through Zürich airport every month will be exposed to this animation of the Swiss chocolate icon, helping make the airport retail offer stand out.”