SWITZERLAND. Mondelez World Travel Retail (WTR) has partnered with Avolta to unveil a Toblerone Praline takeover at Zurich Airport, marking the first key presence of the product within the channel. The campaign was flagged off in November and will run until the beginning of January.
The activation is located in Zurich Airport’s departures terminal, ensuring high visibility and encouraging passengers to engage with the product through sampling. The pop-up spotlights travel retail-exclusive Toblerone Pralines 380gm gift packs.
The strategic location of the campaign adds a Sense of Place as Switzerland was the birthplace of the original Toblerone. This makes Zurich the optimal city to introduce passengers to the new product, the brand said.
The campaign highlights Mondelez WTR’s commitment to engaging consumers through its premium segment. This aligns with the confectionery leader’s vision to increase penetration and conversion, drive shoppers to purchase more frequently, and with a higher typical spend.
Toblerone Pralines highlight Mondelez WTR’s focus on expanding and enhancing its premium portfolio through partnerships.
The Trinity collaboration between the confectionery leader, Avolta and Zurich Airport is amplifying the product launch across various digital platforms. This includes Avolta’s 360° shopping experience that encompasses digital communication for customers as well as additional screens across Zurich Airport.
The campaign visuals will also be shared across digital screens in high traffic areas at London Heathrow and Josep Tarradellas Barcelona-El Prat airports. This showcases the significant support Mondelez WTR has received from partners in the form of digital visibility outside the duty free environment.
In October, Mondelez WTR unveiled Toblerone Pralines to travel retail at a cocktail event during TFWA World Exhibition in Cannes.
The product’s geometrical outer shell resembles a diamond and it has a tagline designed to emphasisesthe praline’s premium quality: ‘Diamond Shaped, Never Square’. The chocolate features a praline filling with bits of nougat.
Mondelez World Travel Retail Marketing Director Doğuş Kezer said: “We are delighted to host our first big travel retail activation for Toblerone Pralines in a region that holds great significance for the brand.
“With our partners at Avolta, we are inviting travellers to experience our new product with an engaging, captivating airport takeover at Zurich Airport, highlighting Toblerone’s iconic Swiss heritage and the delicious flavours this beloved brand continues to deliver for travellers around the world.”
Avolta Global Category Management Head for Confectionery & Food Philippe Moryl remarked: “With our partners at Mondelez WTR, we are excited to deliver a new premium offering to passengers. This launch illustrates our continuous effort to drive innovation through assortment and retail execution in stores.
“With activations such as the one we are proposing at Zurich Airport, we want to drive customers’ engagement, inviting them to discover Pralines – a new product from one of the most iconic confectionery brands in travel retail.” ✈
