Mondelez World Travel Retail (WTR) has unveiled new limited-edition Toblerone Tiny Messages. The line was launched in September and will be available until the end of next year.
Mondelez WTR launched the Toblerone sleeve printer and customised message stickers to drive its ambition to offer more personalised confectionery products.
The latest release includes a QR code that travellers can use to access an augmented reality (AR) tool. Travelling consumers can use the platform to create shareable, one-of-a-kind virtual messages and engage with the brand beyond the airport environment.
The Toblerone Tiny Messages were designed to engage with the new generation of travelling consumers. The goal is to share positive messages across social media and encourage travellers to connect by sharing chocolates with one another. There are 21 distinct messages printed on each individual wrapper. Messages include words that inspire connection, such as ‘happiness’, ‘sharing’ and ‘laughing’.
“The new limited edition Toblerone Tiny Messages allows us to engage with this new generation of travelling consumers in a more personal and creative way than ever before, increasing our emotional link with our target Gen Z and millennial travellers,” commented Mondelez WTR Marketing Director Dogus Kezer.
“We are very excited to see travellers combining words and sharing such positive messages on social media,” added Kezer. “This is a powerful reflection of Toblerone’s brand identity, which encourages individual uniqueness and self-expression and speaks directly to these younger consumer markets.”
Since 2017, Mondelez WTR has continued to build upon its personalised confectionery portfolio by tapping into relevant trends and digital solutions.
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