NETHERLANDS. Mondelez World Travel Retail (WTR), Amsterdam Airport Schiphol and promotional partner Circle Square have announced the success of a summer promotion that increased sales of the Toblerone brand by +133% versus the same period in the year prior.
The “˜Out of the Blue’ campaign for Toblerone Crunch Almond was born out of Mondelez WTR’s Delighting Travelers category vision, which it announced at the TFWA World Exhibition last year.
In attendance at that meeting just over a year ago was Schiphol Airport Retail Director Peter-Jan Rozenberg, who endorsed the plan and challenged Mondelez WTR to make it a reality in Amsterdam.
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Passengers could be photographed in the Toblerone plane as a memento of their visit |
Schiphol offered Mondelez WTR three prominent promotional positions in Lounges 1, 2 and 3 during the summer months of July and August this year, marking the first time that a single confectionery player had such an opportunity with the airport.
Together with its promotional partner, Circle Square, Mondelez WTR created an installation that featured a “˜theater’ with a Toblerone aeroplane, and promotional “˜security gates’ to entice passers-by to enter the shop. Shoppers had the opportunity to take photographs of themselves in the gold-blue Toblerone plane as a memento.
Rozenberg said the Toblerone Crunch Almond promotion delivered “amazing” results in addition to an “overall impressive” performance by Mondelez WTR in the last year. “Shopper footfall increased significantly during the promotion, driving growth for the entire confectionery category, and comparisons with a similar liquor promotions last year reveal a higher absolute turnover,” he said. “In my opinion, Mondelez WTR has outperformed and set a new industry standard here at Amsterdam Airport Schiphol.”
In addition to an increase in sales, the installation also boosted the total revenue of the confectionery category by +103%. Based on the success of this year’s promotion, Rozenberg said the airport’s team will be running a confectionery promotion in the summer of 2014.
Fehr added: “We are thrilled by the success of the campaign.The results at Amsterdam Airport Schiphol clearly show that the US$3 billion growth plan set out in our Delighting Travelers category vision can be achieved through strong partnerships and by leveraging the potential of the confectionery category.”
The promotion was recognized by the airport at a recent Suppliers’ Day in Amsterdam where Mondelez WTR was awarded “˜Best Activation of the Year’ by Schiphol Airport Retail.
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