EUROPE. Mondelez World Travel Retail (WTR) has partnered with Aer Rianta International (ARI) for a high-visibility European airport campaign showcasing Toblerone Pralines.
The campaign ran at Dublin (Ireland) and Porto airports (Portugal) from January to March and at Larnaca International Airport (Cyprus) throughout February.
The 360-degree activation featured colourful activations with interactive photo boxes alongside digital platforms, media, television and click-and-collect services.
It drove Mondelez WTR’s mission of building awareness for the diamond-shaped Toblerone Pralines line and the brand’s ongoing premiumisation drive. It also aligns with the confectionery powerhouse’s category vision of delivering “a winning portfolio that supports increasing penetration and conversion within the channel”.
Travellers in Dublin could try free samples of Toblerone Pralines and learn about the expression through targeted social media banners, screens in high-visibility areas and floor stickers.
At Larnaca International Airport, the 40sq m pop-up marked the first time that a confectionery brand was featured in the airport’s decompression area.
The activation offered great cross-category visibility and was supported by a dynamic digital screen takeover with the Toblerone Pralines campaign video shared across 19 consecutive screens at the airport.
The partners said travellers can expect more Toblerone Pralines campaigns in various locations globally as Mondelez WTR continues to amplify the range in global travel retail.
ARI Global Head of Liquor, Tobacco, Confectionery and Souvenirs Paul Hunnissett commented: “At ARI, we are committed to enhancing the travel experience for passengers, and Toblerone Pralines presents an exciting opportunity for us to elevate the airport environment. We are proud to support Mondelez WTR’s campaign across Europe, creating dynamic experiences for travellers to bring a little joy to their journey.”
“This year, Toblerone Pralines is a top travel retail focus for Mondelez WTR. Thanks to ARI, Pralines has taken centre stage across Europe, inviting travellers to indulge in the new premium creation,” commented Mondelez WTR Head of Customer Marketing Beatriz De Otto.
“We are delivering delicious moments and captivating experiences that advance the channel, none of which could be achieved without our strong partnerships.” ✈
