Mondelez WTR celebrates festive Toblerone sleeve with holiday pop-up campaign

Toblerone is spreading festive cheer with its new travel retail-exclusive festive sleeve and Christmas pop-up campaign
The pop-ups are running at Dubai DXB, Paris CDG and Václav Havel Airport Prague from November to January

Mondelez World Travel Retail (WTR) has launched a new travel retail-exclusive Christmas sleeve for its Toblerone 360g bars. The sleeves are supported by a holiday-themed pop-up campaign and interactive digital content.

The activations are running from November to January  in selected travel retail locations. These include high-profile promotions at Dubai International, Paris CDG and Václav Havel Airport Prague.

The activations highlight Toblerone’s gifting appeal for the holidays and reimagine the Toblerone triangle as a Christmas tree.

They feature impactful retail elements and digital displays that signpost the Toblerone gifting opportunity.

A Christmas-themed digital game is a key feature of the pop-ups and invite travellers to play as ‘Toby’ and attempt to catch as many festive icons as possible. Travellers can then win a variety of travel-themed prizes in-store including travel pillows and phone rings.

(Above and below) The festive sleeve reimagines the Toblerone triangle as a Christmas tree

“As a popular gift in travel retail with such an unmistakable identity, Toblerone has the power to elevate the confectionery category during the key Christmas period,” commented Mondelez WTR Marketing Director Dogus Kezer.

“By leveraging this power, in combination with the proven success of the sleeve personalisation format and an engaging in-store activation concept, we are supporting our retail partners in fully capitalising on this major seasonal opportunity.

“We know that travellers are increasingly on the look-out for something original and personalised, and the Toblerone Christmas edition provides an informal, travel-exclusive, highly versatile and delicious offering. Merry Christmas from Toblerone, and the Mondelez World Travel Retail team.”

Shoppers can scan a QR code and play a Christmas-themed game to win prizes from Toblerone

Note: The Moodie Davitt Report’s portfolio of titles included Confectionery Curated, published in association with Mondelez. It offers a regular selection of stories focused on the key confectionery category in travel retail and beyond.

As with all Moodie Davitt Report media, Confectionery Curated is free of charge. If you would like to be added to its mailing list (or to those for any other Moodie Davitt titles), please email Kristyn@MoodieDavittReport.com

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