Mondelez World Travel Retail (WTR) has launched a major ‘Sense of Place’ campaign in key European airports for its Toblerone and Milka brands.
The campaign includes destination-themed packaging and in-store promotional activities that highlight the local sights and flavours of each destination.
The Toblerone Gift from Copenhagen Sense of Place promotion ran from May to June in Geneva Airport.
The home ground activation featured a Switzerland sleeve dispenser, which wrapped travellers’ Toblerone purchases with a sweet souvenir of their visit.
In Italy, Toblerone teamed up with drinks brand Jägermeister for a Sense of Place activation that featured a personalised ribbon printer and sleeve dispenser. The Italy pop-up also included exclusive Toblerone Italy bags and a Toblerone 360g destination sleeve.
In Amsterdam, Milka hosted a Sense of Place activation in Amsterdam Airport Schiphol Lounge 3 during April and May. The pop-up featured exclusive destination sleeves and tastings.
Travellers could also scan a QR code on the Milka Bars to create and send personalised messages to their loved ones.
Further Sense of Place promotions are running in key airports in Greece, the Czech Republic, Türkiye, Spain, UK and Germany throughout the summer, with a Middle East roll-out planned in the future.
The campaign leverages sense of place to target the local touch seekers and emotional brand image seekers consumer segments. Each represent 23% and 18% respectively of all travel retail shoppers, according to the latest Dynamic Consumer Demographics report by m1ndset.
Local touch seekers search for value gifting and buy products with local flavour, while emotional brand image seekers are actively searching for exclusive products and special editions with a local touch.
“Consumer occasions remains an important trend to leverage,” commented Mondelez WTR Marketing Director Dogus Kezer.
“According to a recent study by m1nd-set, gifting in the confectionery category has persisted as a key driver for purchase in duty free, with over one third – 34% – of shoppers purchasing the category for gifting, and with the festive season approaching, it is prime gifting season.
“Having pioneered ‘Sense of Place’ with the channel’s number-one chocolate brand, Toblerone, back in 2015, we have continued to evolve the concept to appeal to travellers, introducing locations for Milka for the first time, featuring fun designs of regional icons for travellers to take home as souvenirs or to share as gifts with loved ones.”
Mondelez WTR first launched Sense of Place promotions for Toblerone in 2015 and followed up in 2019. Each time, Mondelez introduced vibrant new designs, expanded the destination assortment and highlighted the products with location-themed furniture.
The confectionery company released the first Destination Toblerone Tiny with Tiny Dubai in 2019, which became one of the brand’s best-selling products.
Note: The Moodie Davitt Report’s portfolio of titles included Confectionery Curated, published in association with Mondelez. It offers a regular selection of stories focused on the key confectionery category in travel retail and beyond.
As with all Moodie Davitt Report media, Confectionery Curated is free of charge. If you would like to be added to its mailing list (or to those for any other Moodie Davitt titles), please email Kristyn@MoodieDavittReport.com
