“Raising the bar on gifting”: Mondelez WTR to focus on Toblerone travel-exclusives

Mondelez World Travel Retail (WTR) is set to highlight travel retail-exclusive products from Toblerone at the upcoming IAADFS Duty Free Show of the Americas (booth 315).

Toblerone’s 360g bar format is now available in a variety of customised packaging which includes messages such as ‘I Love You’, ‘Missed You’, ‘Thinking of You’ and ‘Superstar’. The travel retail-exclusive Toblerone Messages, first presented at last year’s TFWA World Exhibition, is now being sold exclusively at Dufry stores until the end of March. Since the beginning of January, the product has launched in more than 40 airports worldwide, with more to follow this month.

Toblerone_002
Lost for words? Say it with Toblerone Messages

In the Americas, Toblerone Messages is available at key airports including Las Vegas McCarran International, Chicago O’Hare, George Bush Intercontinental, Toronto Pearson, Mexico City, Cancún, Ezeiza, Carrasco International, São Paulo and Rio de Janeiro.

Tone Messages - Cancun Feb 2017
Customers at Rio pick out the best Toblerone Message product to express their thoughts

The Toblerone Messages launch is supported by a major promotional campaign designed to drive digital engagement at selected airports, which began with Madrid-Barajas in February. The 360⁰ programme, spanning both online and in-store marketing, includes social media platforms such as Facebook, Instagram and Twitter; Dufry’s Reserve & Collect pre-order website and EDM to ‘Red by Dufry’ loyalty programme members; as well as a partnership with FLIO, the global airport app.

Travellers at the in-store activation are encouraged to take a picture to go with their chosen Toblerone Message, and share it on social media with the hashtag #sayitwithtoblerone.

Tone Messages - Madrid Feb 2017
Driving digital engagement: The Toblerone Messages launch promotion kicked off in Spain

Mondelez WTR has created a new generation of travel-exclusive Toblerone sleeve designs inspired by the different country flags around the globe. The sleeves feature the key colours of a country’s flag in a modern triangular mosaic pattern, as well as ‘Hello’ in the local language.

The first country sleeves to be launched were USA, Argentina, Italy and Spain. Norway and Switzerland will be introduced in the first quarter of 2017. Toblerone country sleeves are available in several major US airports, including Los Angeles, New York, Miami, Atlanta, Boston, San Francisco and Honolulu.

Toblerone_001

Mondelez WTR will also be showcasing 2017 novelties from Cadbury, Milka, Oreo, Chips Ahoy, Daim, Trident and Bassetts at the Orlando trade show.

Mondelez WTR Manager Category Marketing Irina Tarabanko commented: “Mondelez WTR is raising the bar on gifting with a strongly differentiated offer that combines the well-loved taste of Toblerone with innovative packaging that addresses both consumer and retailer needs.

“Toblerone Messages is our most personalised offering yet, allowing our consumers to express their heartfelt thoughts in a fun and emotive way, while Toblerone’s contemporary country sleeves strengthen our offering in the memory segment and make a fantastic keepsake from travels.

Tone sleeves - NY JFK Jul 2016
Success at JFK: The New York sleeves saw strong growth last year at the So Chocolate store in T4

“We’ve had a lot of success with the first-generation destination city sleeves; sales of the New York sleeves at the So Chocolate store in JFK Airport T4 for example, grew by double digits in the third quarter of 2016. We are confident that Toblerone, with its continued innovation backed by strong marketing initiatives, will help Mondelez World Travel Retail maintain our leading position in the Americas.”

Food & Beverage The Magazine eZine