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Toblerone’s stunning product displays at the Nuance shops in Zürich Airport are part of the highly visual and big-impact promotions planned to celebrate the iconic chocolate brand’s 100th birthday |
SWITZERLAND. Kraft Foods World Travel Retail, in partnership with The Nuance Group, has unveiled a series of highly visual retail promotions at Zürich Airport to celebrate Toblerone’s 100th anniversary. The promotions will run until the end of February.
The two main Nuance shops have been converted into virtual “˜Toblerone zones’ with branded counters. The bright and bold displays, fittingly coloured in gold, can be seen from a distance.
A Toblerone hostess is present at the counters to invite shoppers to taste Toblerone Tiny.
A special sales promotion has also been organised. 150,000 vouchers for the new limited edition Toblerone 100g Fruit & Nut bar are given out to passengers when they check in. The vouchers entitle them to a free 100g bar of the new flavour with any Toblerone purchase worth more than CHF15.00 (US$13.60).
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Passengers may enter the “˜Win a Holiday in the Swiss Alps’ raffle promotion, which is run in cooperation with Swiss International Airlines and Zermatt Tourism and designed to reinforce Toblerone’s “˜Your True Piece of Switzerland’ slogan | |
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Pillar of gold: a larger-than-life image of the distinctive milk chocolate bar |
In addition, all passengers are entitled to enter the “˜Win a Holiday in the Swiss Alps’ raffle promotion which is being run in cooperation with Swiss International Airlines and Zermatt Tourism.
This centenary celebration raffle was designed to reinforce Toblerone’s “˜Your True Piece of Switzerland’ slogan and is expected to drive increased footfall and penetration in more than 50 key locations globally this year.
Early results from the promotion have been highly encouraging, according to Zürich Airport. After just one month, Toblerone sales were up by about a solid +39% on the previous year. Sales of Fruit & Nut bars have also proved to be fully incremental.
Kraft Foods World Travel Retail’s area manager for Continental Europe, Thomas Bodenmann said: “The important thing with any new product launch is to stimulate trial purchases. And with Nuance’s enthusiastic cooperation we have done that. Obviously, everyone is already very aware of the Toblerone brand so gaining a big uplift in sales wasn’t easy. But the visual effect of Nuance’s instore displays is stunning.”
Nuance European confectionery buyer Lorenz Asch added: “Toblerone is a key part of Switzerland’s confectionery heritage and a travel retail icon, so a centenary celebration strikes a chord with many travellers. We welcome the opportunity to cooperate with Kraft World Travel Retail to stage the first Toblerone birthday mega promotion at Zürich Airport.”
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EDITOR’S NOTE: Toblerone was profiled in the latest issue of The Moodie Report Digital Print Edition. Click on the icon to download the article.
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