Mondelez World Travel Retail (WTR) has revealed its limited-edition Toblerone sleeve to celebrate Eid-Al-Adha (Feast of Sacrifice), one of the most celebrated Islamic holidays.
The Toblerone sleeve will be available from mid-June across key travel retail locations in the Middle East, India, Asia Pacific and the UK, including main airports in Dubai, London, Delhi, Singapore and Qatar.
Offering enhanced gifting appeal, the special holiday design aims to “add a touch of deliciousness to a joyful celebration”.
The latest offer aligns with Mondelez WTR’s commitment to responding to the diverse needs of consumers. Celebrating regional cultures and occasions through these special releases reflects the company’s intent to drive category growth and promote brand loyalty.
Described as bold and edgy, Toblerone’s special-edition sleeve features a blend of festive designs and cultural motifs symbolising the occasion, including lanterns and a crescent.
In addition, Mondelez WTR is promoting the gifting appeal of Toblerone to travellers this important holiday season to ensure that the brand stays top of mind when shopping for gifts.
The special-edition sleeve underlines the company’s commitment to addressing consumer needs to industry partners, who can support localised programmes with increased exposure and more engaging touchpoints, Mondelez WRT noted.
The Eid sleeve joins the confectionery leader’s extensive campaign portfolio, which has previously focused on Chinese New Year, Christmas and Diwali. All of these special editions have contributed to the penetration and conversion to increase the overall basket size, a key mission for Mondelez WTR.
Mondelez World Travel Retail Head of Customer Marketing Beatriz De Otto said: “Passengers today want greater personalisation with products that speak to their unique preferences and identity. Mondelez WTR responds to these evolving shopper needs through a range of innovative campaigns including our dedicated approach to seasonal gifting.
“Equipped with our robust cultural understanding, we ensure that our product offerings align with shoppers’ preferences. It is no different with the special-edition Toblerone Eid sleeve, which allows us to connect with consumers over the festive season.
“Through this targeted approach we add value to an already loved product in a meaningful way.” ✈
