June 12 2024  |  Confectionery & Fine Foods

Mondelez WTR celebrates Eid al Adha with Toblerone sleeve

By GTR Magazine Editor


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Mondelez World Travel Retail (WTR) has extended its seasonal gifting offer with an occasional Toblerone sleeve to celebrate Eid al Adha. The dedicated design aims to enhance the gifting experience during the second Eid celebration in the Islamic calendar.

This latest offer highlights Mondelez WTR’s dedication to delivering a consumer experience that caters to the diverse needs of passengers. By understanding the significance of cultural and religious occasions, the confectionery leader said it demonstrates its commitment to offering products that resonate with shoppers to foster brand loyalty and drive category growth.

Designed in Toblerone’s signature bold and edgy style, the special edition sleeve incorporates elements relevant to the occasion, such as lanterns and a crescent, to increase its significance and resonance with the festive atmosphere. This design not only adds to the brand’s popularity but also positions Toblerone as a preferred gifting item for travelers who are celebrating Eid.


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The sleeve will be on shelves from mid-June, aligning with both the peak travel season and Eid al Adha. It will be available in strategic locations across the Middle East, India, Asia Pacific and the UK, including key regional airports in Dubai, London, Singapore, Delhi and Qatar. By releasing the occasional sleeve in these markets, Mondelez WTR underlines its commitment to meeting consumer needs to industry partners, who can support localized initiatives with increased exposure and more engaging touchpoints.

Mondelez WTR said it remains dedicated to “providing delightful experiences for travelers through distinct seasonal offerings”. The Eid sleeve joins the confectionery leader’s robust campaign portfolio that has previously centered around Chinese New Year, Christmas, and Diwali. All of these special editions have played a role in driving penetration and conversion to increase the overall basket size, a key mission for Mondelez WTR.

Beatriz De Otto, Head of Customer Marketing, at Mondelez World Travel Retail, said, “Passengers today want greater personalization with products that speak to their unique preferences and identity. Mondelez WTR responds to these evolving shopper needs through a range of innovative campaigns including our dedicated approach to seasonal gifting. Equipped with our robust cultural understanding, we ensure that our product offerings align with shoppers’ preferences. It is no different with the special edition Toblerone Eid sleeve, which allows us to connect with consumers over the festive season. Through this targeted approach we add value to an already loved product in a meaningful way.”

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