December 14 2023  |  Confectionery & Fine Foods

Mondelez WTR partners with Avolta on Toblerone Pralines' TR debut

By Hibah Noor

In addition to a full airport takeover in Zurich, the campaign’s key visuals will be shared across digital screens in high traffic areas throughout Zurich, Heathrow, and Barcelona

Mondelez World Travel Retail (WTR) is spotlighting its premium Toblerone Pralines in partnership with Avolta, celebrating the first significant presence of the product within the channel. In addition to a full airport takeover in Zurich, the campaign’s key visuals will be shared across digital screens in high traffic areas throughout Zurich, Heathrow, and Barcelona.

The campaign’s strategic Swiss location adds a Sense of Place element; Switzerland is the home of Toblerone, making Zurich the optimal city to introduce more passengers to its latest offering. This activity highlights Mondelez WTR’s commitment by engaging consumers through its new premium segment, aligning with the confectionery leader’s vision to increase penetration and conversion, to drive more shoppers to purchase more frequently, and with a higher typical spend.

The campaign began in November and is set to run until the beginning of January. Located in Zurich Airport’s Departures Terminal, it is perfectly situated to capitalize on the influx of passengers traveling during the festive period. The activation’s strategic placement marks the first time Avolta has provided Mondelez WTR with this prominent space, ensuring high visibility, while enticing travelers to engage with the product via trial.

Toblerone Pralines marks Mondelez WTR’s growing dedication to expanding and enhancing its premium portfolio through impactful partnerships. Further strengthening this campaign, a powerful trinity collaboration between the confectionery leader, Avolta and Zurich Airport amplified the pralines across various digital platforms, including Avolta’s 360° shopping experience that encompasses digital communication to customers, as well as additional screens across Zurich Airport, delivering a complete airport takeover. The digital takeover will also be supported by coverage in both Heathrow and Barcelona, where, for the first time, screens outside the duty free area will boost product visibility, showcasing key visuals in high traffic areas throughout December.

In October, Mondelez WTR unveiled Toblerone Pralines in travel retail at a bespoke cocktail event at TFWA Cannes. The product’s geometrical outer shell resembles a diamond and has a tagline to emphasize the praline’s high quality "Diamond Shaped, Never Square." The chocolate has a praline filling with bits of nougat to add a delicious surprise when bitten into. Passengers can purchase travel retail exclusive packs of 380-g for themselves or as a gift for friends and family back home.

The campaign’s strategic Swiss location adds a Sense of Place element; Switzerland is the home of Toblerone, making Zurich the optimal city to introduce more passengers to its latest offering

Dogus Kezer, Marketing Director at Mondelez World Travel Retail, said, "We are delighted to host our first big travel retail activation for Toblerone Pralines in a region that holds great significance for the brand. With our partners at Avolta, we are inviting travelers to experience our new product with an engaging, captivating airport takeover at Zurich Airport, highlighting Toblerone’s iconic Swiss heritage and the delicious flavors this beloved brand continues to deliver for travelers around the world.”

Philippe Moryl, Global Category Management Head for Confectionery & Food, Avolta said, “With our partners at Mondelez WTR, we are excited to deliver a new premium offering to passengers. This new launch illustrates our continuous effort to drive innovation through assortment and retail execution in stores. With activations such as the one we are proposing at Zurich Airport, we want to drive customers’ engagement, inviting them to discover Pralines, the new product from one of the most iconic confectionery brands in travel retail."

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