Mondelez World Travel Retail (WTR) has executed its largest Toblerone Crispy Coconut launch promotion since the introduction of the product at Dubai Duty Free.
The activation, which spanned six locations across all three concourses at Dubai International Airport, included promotional displays reflecting Toblerone Crispy Coconut’s playful visual identity.
The Toblerone Crispy Coconut promotion was further supported by a Facebook campaign which targeted travellers with location-specific, newsfeed-ready video ads sent direct to their Facebook feeds.
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Toblerone Crispy Coconut visuals caught the eyes of passengers in all three concourses at Dubai International |
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According to Mondelez WTR, during the course of the promotion, increased visibility saw Toblerone grow its market share in the confectionery category at Dubai Airport.
New Toblerone Crispy Coconut combines the original Toblerone honey and almond nougat recipe with pieces of sugar-coated coconut.
Mondelez WTR Manager Category Marketing Nicole Hatt commented: “Mondelez WTR has a very strong track-record for supporting new Toblerone launches with highly-engaging, creative and innovative in-store activations. With its large, multi-site retail footprint, Dubai Duty Free has provided us with the opportunity to deliver our most ambitious activation to date in support of Toblerone Crispy Coconut.
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“Bridging the digital and physical retail worlds”: Mondelez WTR supported the activation with a social media campaign |
“For the first time ever we’ve supported this with a Facebook campaign that has increased awareness before and during travellers’ journeys and allowed us to successfully bridge the digital and physical retail worlds. By enticing shoppers in-store and delivering a memorable experience, this integrated approach has delivered “˜More Shoppers, More Spend, More Often’, in line with our Delighting Travelers vision.”
Dubai Duty Free Vice President Purchasing Saba Tahir commented: “Toblerone is a hugely important brand within our confectionery offer, and the launch of a new product never fails to capture the attention of passengers passing through Dubai. The launch of Toblerone Crispy Coconut has been a great success in Dubai Duty Free; the level of engagement this campaign has driven is a testament to the quality of execution from Mondelez WTR and the massive potential of social media when harnessed in a targeted and creative way.”
