Toblerone on century duty as it prepares to celebrate 100 years of success


Kraftsmanship hnoured: The candles will be lit all over the world to celebrate a remarkable duty free success story

SWITZERLAND. Toblerone, travel retail’s most iconic confectionery brand, celebrates its 100th birthday in 2008 – and an all-year long, action-packed party is promised.

Kraft Foods World Travel Retail told The Moodie Report that the company plans a big programme of celebrations around the world through 2008. This will include exciting novelties and “a 360Â° marketing bundle of promotions, point of sale initiatives and targeted communication”.

The unique, triangular-shaped chocolate bar already had 50 years of global recognition in domestic markets when the duty free industry was being established in the 1950s. Right from the early days Toblerone forged a pioneering presence in the channel.

Driven in particular by the remarkable efforts of long-time duty free supremo Markus Gerber, Toblerone was one of the first signature brands within a fast-evolving duty free channel. It certainly focused on the sector to an unprecedented extent and even rival confectionery suppliers today pay tribute to the work done by the brand and by Gerber and his latter-day successors such as Andreas Fehr.

CELEBRATION TIME AT TFWA WORLD EXHIBITION IN CANNES

At the TFWA World Exhibition in Cannes next month Toblerone is inviting friends in the industry to join in the fun – and the anticipation. “Together we will throw a wonderful party for the millions of travellers who have enjoyed Toblerone over the years,” it said. “But as with all the best birthday parties, there has to be an element of surprise”¦so, for now, put the big date in your diary – 2008.”

This year’s Cannes show will be the perfect platform for getting into the party mood, the company said. “Let’s celebrate at TFWA Cannes (Riviera Village RG5) and learn more about our exciting program with lots of novelties, special promotions and events, highlights for point of sale and much more.”