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Kraft Foods’ win-a-scooter promotion onboard Viking Line is proving popular |
SWITZERLAND. Kraft Foods World Travel Retail Division is expecting record sales halfway through a four-month Toblerone promotion ‘Guess and Win a Toblerone Scooter’ in partnership with Viking Line.
Marketing Manager Victoria Navratil described the event as one of the biggest ever for Toblerone in the Nordic region and reported that after the first month of the four-month spectacular (May-August), Toblerone sales were up by +60%.
Five Viking Line ships each have a golden Toblerone logoed Peugeot scooter onboard surrounded by displays of Toblerone best-sellers: Tiny Toblerone in 300g and 750g bags, Toblerone gold 400g bars and Toblerone 200g minis in bags.
Passengers are invited to guess how many Tiny Toblerones are in a transparent bin to win the scooters. The response was “overwhelming”, said Kraft. The company is already into its third print run of entry forms for the competition.
“The +60% sales increase was achieved without cannibalising sales of other Kraft brands,” added Navratil. “The main objectives of the promotion are to grow the category and increase sales per passenger. By the end of the promotion we want to have increased Toblerone sales by +20%, at least, versus the same period in the prior year.”
The event is described as unique to Viking Line and provides a point of difference from the domestic market. The promotion has shown how to increase levels of customer satisfaction and give them a positive experience, according to Kraft. Viking Line has said it is proving to be one of its best promotions.
The event starts in the ferry terminals at Stockholm, Helsinki and Turku which have been dressed in Toblerone promotional material. The Toblerone “blitz” is then carried on to seven boats, five with golden scooters on display. There is also editorial coverage in Viking Line’s tax free magazine and on Its website. A record 2 million passengers will see the Toblerone promotion, as research shows that 99% of Viking Line passengers visit the shop during each cruise.
Kraft’s Tiny Toblerone novelty (Toblerone in sharing format 6g in milk, white and dark flavours) was launched in 2004. Worldwide year-to-date June sales are double the volume achieved in the same period in 2004, said the firm.
The Viking Line ferry routes taking part in the promotion are: Helsinki-Stockholm, Turku-Stockholm, Stockholm-Mariehamn, Helsinki-Tallinn and Kapellskar-Mariehamn.
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