FRANCE. Mondelez World Travel Retail (WTR) introduced Toblerone Pralines (Tobler) during a special event at TFWA World Exhibition in Cannes (click here to view our live coverage). The product underlines the confectionery leader’s premiumisation strategy to drive more spend in travel retail.
Mondelez WTR is extending the launch beyond Cannes through a partnership with leading global retailer Avolta (previously Dufry). Until December 2023, Tobler will be exclusively available at selected Avolta locations. Thereafter, the premium praline will be available worldwide.
In 2024, passengers travelling through vacation hotspots – including London, Istanbul, Singapore, Dubai, Qatar, Australia, Paris, Spain, Brazil, Frankfurt, Italy, Greece and Switzerland – can experience Tobler activations.
The product, available in travel retail-exclusive packs of 380g, has a geometrical outer shell resembling a diamond. The chocolate has a praline filling accompanied with bits of nougat. Its campaign slogan is ‘Diamond shaped, never square’, which highlights the chocolate’s distinctive look, taste and feel.
The Tobler launch highlights Mondelez WTR’s growing premium portfolio and elevates brand awareness, while delivering an immersive experience through a quality product and shopping moment.
The company noted: “The creation injects a delicious dose of originality into a standardised world – a concept present from the premium product itself to the launch campaign.”
The company is focused on recruiting shoppers into the category with Tobler, in line with the category vision to grow ‘More Shoppers, More Spend, More Often’. Through its playful marketing campaign and social media presence, Tobler is targeting Gen Z and Gen Y travellers.
The Tobler cocktail launch event in Cannes was attended by retail partners, industry peers and leading travel retail media outlets. Mondelez WTR invited guests to try the product and hosted a diamond giveaway to mark the arrival of Tobler in the channel.
Mondelez WTR is reinforcing Tobler through social media presence using playful messages around traditional diamond tropes – ‘Diamonds that last… for a moment’ and ‘Diamonds are forever-ish’.
Mondelez WTR Marketing Director Dogus Kezer said: “We are proud to launch Tobler in travel retail – it is a product that stands as a fresh beacon of originality and progression. Toblerone pralines promise to deliver a special moment of indulgence for everyone with its distinct look, taste and feel.
“The launch marks a significant milestone for Mondelez WTR as we advance our premiumisation strategy to deliver more spend, continuing to delight travellers with novel products and shopping experiences.” ✈
