TÜRKIYE. Mondelez World Travel Retail (WTR) has launched a major campaign, led by interactive digital elements, for Toblerone at Istanbul Airport.
It features a pop-up store and includes the introduction of the new travel retail-exclusive Toblerone 2.0 sleeve printer. The launch is a partnership with Gebr. Heinemann and Unifree Duty Free (in which Heinemann is major shareholder) at Istanbul Airport.
The activation, which runs until the end of April, offers chocolate bars in personalised packaging with the brand’s design statements. It allows travellers to create their own 360g Toblerone bar by printing a name or message onto the product sleeve.
Additionally, the brand also offers personalised gifting options for shoppers who purchase three 360g bars. They get the chance to personalise the sleeves, and include complimentary gifting ribbons with their chocolate bars, highlighting the brand’s ambition to offer more personalised confectionery products and promote gifting.
The latest sleeve printer is an updated version of the model unveiled in 2019, the first of its kind to be installed in travel retail. It is faster than the previous model to shorten wait times for shoppers.
To attract more travellers, an eye-catching brand display is also featured in the new POS suite, specifically designed in innovative 3D shapes and colours.
Another of the key elements of the animation is a new digital 4D Toblerone photo box. It allows travellers to take photos and have them printed instantly for no charge.
This range of in-store engagement technologies also underlines the company’s goals to offer unique experiences and digital innovation. It also seeks to expand Toblerone’s offerings, elevating the brand both in confectionery and across the wider channel.
Mondelez WTR Head of Customer Marketing Beatriz De Otto said: “We are delighted to be back in Istanbul with a more premium, exciting, and engaging activation anchored in our commitment to digital innovation, while continuing our personalisation journey with Toblerone.
“The activation positions confectionery with the visibility that the category deserves to accelerate conversion in-store, while the launch of our newest printer and the incorporation of digital elements like the photo box inspire travellers to engage with the brand and create custom gifts via new means. We are very proud to deliver such an unparalleled and memorable retail experience for a new generation of travellers alongside our partners at Gebr. Heinemann.”
Gebr. Heinemann Marketing Director Jens Peter Peuckert also commented: “Our ambition is to create unforgettable experiences to attract travellers’ attention – for higher category penetration and conversion.
“In this light we are pleased to offer shoppers this engaging and surprising way of personalisation together with Mondelez WTR – as a result of a close and evolving partnership with aligned goals. Mondelez WTR’s evolved digital offering will appeal to discerning travellers seeking rich, individual retail experiences that they can connect with.”
Unifree Chief Commercial Officer Ceren Tonguç also said: “We always strive to provide an unforgettable duty free experience for our customers. We are pleased to announce that we are hosting Toblerone in Istanbul Airport for the second time. Our guests can now customise and personalise their chocolate bars and create memories that will be remembered forever with our dedicated photo shooting area.”
Mondelez WTR pioneered personalisation in the confectionery category in 2017 with Toblerone Messages for the 360g bar. ✈
