SWITZERLAND. Kraft Foods World Travel Retail’s swiss chocolate brand Toblerone’s 100th birthday celebrations have received overwhelming support from retail partners, according to the company.
Kraft said that the celebration set-ups “delighted millions of travellers throughout the busiest airports worldwide” in the past weeks. Sales and consumer response have exceeded expectations, the company said.
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In the Europe/Americas region, Hellenic Duty Free turned its shop at Athens Airport into a ‘Toblerone boutique’, featuring the 100-years promotion with eye-catching decorations and chocolate samples.
At Zürich Airport, the airport company and duty free concessionaire The Nuance Group combined efforts to create a 30sq m area in which an exhibition portraying Toblerone’s history was staged. A 2.5m tall giant Toblerone Fruit & Nut bar replica was also displayed, which became a popular souvenir photo spot for travellers.
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An exhibition of Toblerone’s history at Zürich Airport (left); the giant Fruit & Nut bar proved a hit with tourists (right) | |
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Traffic-stopping Toblerone displays at Frankfurt Airport (left); chocolate sampling activities (right) | |
At Frankfurt Airport, eye-catching displays included a screen featuring Toblerone’s worldwide TV advertisements over the years, sampling activities and the ‘Win a holiday in the Swiss Alps’ raffle.
Commenting on Frankfurt Airport’s promotional effort, Stephan Tasch of duty free and Travel Value concessionaire Gebr Heinemann said: “The decoration, especially in the concourse area with its bright colour, attracted the attention of the passengers and made them curious about the promotion. Passengers were extremely happy to taste the new Fruit & Nut. The promotion has driven footfall into the shop and generated incremental spending.”
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Going for gold at Buenos Aires Ezeiza Airport (left); a cash till in Brazil dressed up for the occasion (right) | |
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Promotions onboard P&O Ferries (left); ‘Win a holiday in the Swiss Alps’ promotion on the Brittany Ferries website (right) | |
In South America region, the Toblerone 100-years promotion created interest in Argentina, Uruguay and Brazil via posters, second POS displays, lightboxes, special offers and tastings.
On the achievement of the best monthly Toblerone sales figures due to the promotion, Dufry Brazil Regional Procurement Manager Marcelo Neffa said: “Those figures are a result of our long-term business partnership which we had been developing for the past years.”
The iconic Swiss chocolate brand’s birthday celebrations were also supported by ferry operators P&O and Brittany Ferries in the form of shop-entrance displays, raffle promotions and activities. The promotions will also feature on all major Nordic ferry operators until the end of the year, offering passengers the chance to win a trip to the Swiss alps or to take home their own ‘true piece of Switzerland Toblerone’.
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Toblerone 100th birthday celebrations kick off with a splash at Zürich Airport – 21/02/08
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