Mondelez World Travel Retail (WTR) has hailed the success of its Toblerone “˜Sense of Place’ campaign, which is said to have increased sales at 15 locations.
The activation, which most recently took place in Singapore, Germany and Norway, has helped to achieve sales of over one million sleeved Toblerone bars over the course of the campaign. The promotion’s success was also recently recognised at the 2015 Frontier Awards where it came out top of the “˜Marketing Campaign by a Supplier’ category.
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Over one million sleeved Toblerones were sold across the campaign’s 15 locations |
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Over the last few years Mondelez WTR has invested in a comprehensive shopper insights programme, conducting more than 100,000 shopper interviews. One of the key findings from this global shopper research, says Mondelez, is that more than 60% of travellers think chocolate makes a good souvenir in a duty free store.
In response to this major gifting trend in travel retail as well as providing local flavour and differentiation, Mondelez WTR created the Toblerone “˜Sense of Place’ initiative. The channel-exclusive Toblerone sleeve campaign enabled customers to purchase any Toblerone 400g bar and apply a destination sleeve featuring visuals reflecting the personality of their location. The strategy also, Mondelez says, tied into the growing desire for mementoes when travellers shop.
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Sweet success: Mondelez WTR’s Andreas Fehr and Marie Huerdum receive the Frontier award |
According to the confectionery company, the “˜Sense of Place’ promotion helped to achieve “exceptional” results, with spend per head at Barcelona increasing by +19% during the activation and confectionery sales at Amsterdam Schiphol growing by +35%.
Mondelez WTR Manager Category Marketing Nicole Hatt said: “‘Sense of Place’ is one of the defining trends in travel retail, and the scale of our Toblerone campaign reflects both its importance and the potential we see in it. The results speak for themselves – not only has the campaign contributed to numerous retailers’ “˜Sense of Place’ goals, but it has also consistently delivered “˜More Shoppers, More Spend, More Often’ wherever it has been executed. Its success at the recent Frontier Awards was a validation of our strategy and recognition for the tremendous execution from our team and retail partners. Now a core part of our strategy for Toblerone in travel retail, we’re confident the “˜Sense of Place’ sleeves will continue to delight travellers and bring a touch of local flavour to retail offerings across the globe.”
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During the ‘Sense of Place’ activation, Mondelez WTR said a Toblerone sleeve could be found in 1 in 5 shopping baskets |
