Mondelez World Travel Retail (WTR) has joined forces with Dufry in a Toblerone activation at Zurich Airport.
The promotion highlighted both Sense of Place and the brand’s ‘Swissness’, commemorating Switzerland’s National Day, which is celebrated annually on 1 August. The eye-catching activation was unveiled the same day and ran throughout the month.
According to Mondelez WTR, the partnership succeeded in bringing local celebrations into the airport environment. The activation’s bold red and white theme was inspired by the colours of the Swiss flag, with hints of Toblerone gold, and cardboard mountains that mimicked the Swiss Alps landscape.
A life-size chairlift highlighted the various winter activities that attract tourists to Switzerland. The centrepiece was a large Toblerone bar featuring the word ‘Tobler’ in gold in homage to the brand’s Founder, Theodore Tobler.
The promotion featured Toblerone bars and Tinys and offered photo opportunities, underlining Mondelez’s category vision and commitment to growing the confectionery category.
Mondelez WTR was a pioneer of ‘Sense of Place’ confectionery in 2015 and is intent on offering travelling consumers products which are relevant to their tastes.
The company cited a recent study by m1nd-set, indicating that 23% of travel retail shoppers choose to gift items that have a local touch, and 18% enjoy exclusive, limited-edition purchases.
Mondelez WTR said its latest activation “promised to please both the customers seeking a local touch in the products they buy, and the emotional brand-image seekers with the elements of exclusivity and personalisation”.
Mondelez WTR Head of Customer Marketing Beatriz de Otto commented: “There is no brand better suited to celebrate Switzerland National Day than Toblerone. After all, this is the country where travel’s favourite chocolate bar was invented, so this is a very full-circle moment for the brand and for Mondelez WTR.
“Through this incredible partnership with Dufry, we crafted a campaign that is designed to delight travellers with their favourite Swiss icons and a postcard-perfect photo opportunity; and, of course, we have kept Toblerone as the star of the show.
“Our sophisticated Sense of Place packaging enhances the campaign and ensures consumers walk away with a special product, unique to the country and commemorative of their travels.”
Dufry Global Category Management Head for Confectionery & Food Philippe Moryl added: “Dufry is dedicated to creating dynamic moments in the airport environment to delight travellers. Our latest partnership with Mondelez WTR stops people in their tracks and invites them to celebrate Swiss heritage at Zurich Airport.
“We are thrilled with the incredible design of this activation that nods towards the iconic culture and landscape of Switzerland. After all, it is home to Toblerone, a brand that is synonymous with travel.” 
