Mondelez World Travel Retail (WTR) has launched Toblerone’s largest activation in the Americas, at New York John F. Kennedy Airport Terminal 4.
The pop-up is promoting Toblerone’s 360g bar range with Sense of Place sleeves and includes interactive features for social media. According to Mondelez WTR, the animation has so far seen ‘exceptional’ results.
The activation, positioned outside the main DFS store, features a photo area which encourages travellers to take pictures and share them on social media. Travellers can also try free samples and, when spending over US$45, receive a Toblerone plush dog.
Mondelez World Travel Retail Head of Category Planning Ivo Knuesel commented: “Since releasing our Delighting Travelers Category vision in 2012, we have been consolidating our efforts into creating more meaningful and engaging experiences for travellers, beyond traditional in terms of both brand–shopper relationship and communications channels.
“Our latest activation in the Americas is testament to this new outlook and the success we have seen in a short period of time shows that it is working. The Next Generation of travellers are looking for more than simply purchasing a product, they are looking for authentic experiences they can share online.”
Mondelez WTR will present its latest novelties, including Tiny Crunch Almond, at next week’s Summit of the Americas (booth 315).
*FOOTNOTE: Mondelez World Travel Retail’s #TravelwithOREO campaign claimed the Best Use of Social Media/Digital award in The Moodie Davitt Report’s recent ‘Moodies’.
