Toblerone x Expedia activation drives strong conversion for Mondelez WTR
The Toblerone x Expedia activation offered traveling consumers in Switzerland a substantial discount on bookings
Mondelez World Travel Retail (WTR) has hailed the success of a recent partnership with Expedia in a campaign which combined “travel’s most iconic chocolate brand” with meaningful rewards.
The Toblerone Expedia Activation ran from December 2024 to February 2025, offering passengers who purchased two Toblerone products a direct reward in the form of travel credits. This campaign was designed to enhance engagement and drive sales by going beyond traditional sampling, delivering an appealing incentive to purchase.
According the Mondelez WTR, in today’s travel retail environment, shoppers are increasingly looking for added value. 35% of shoppers note promotions as a key driver for them visiting the confectionery category in 2024, an increase from 30% in 2019. Mondelez WTR recognized that offering tangible rewards could significantly influence product selection in the highly competitive travel retail space. Through this approach the confectionery leader not only strengthened brand loyalty and awareness, but also differentiated Toblerone from its competitors.
Toblerone x Expedia
Launched in December 2024, the Toblerone Expedia activation capitalized on one of the busiest travel periods in the year. It was implemented in key travel hubs across Europe, including London, Madrid, Frankfurt, Copenhagen and Amsterdam among others. By January 2025, it expanded globally to destinations such as Bangkok, Buenos Aires, Singapore, Doha, Dubai, Manila, and Sao Paulo.
The mechanic was simple: shoppers who bought two Toblerone products could scan a QR code, upload their receipt, and receive a code to redeem travel credits worth 50 units of the activation location’s local currency. These credits were valid for discounts on hotel bookings, with over 700,000 options available.
The campaign was supported by a comprehensive communication strategy that resonated with travelers, complemented by shelf displays, flyers, tastings, and in-store staff engagement.
Travelers through key UK airports were also offered special discounts on Expedia bookings after purchasing two Toblerone bars
Strong performance
The campaign results showed strong performance across locations. Overall, the Toblerone Expedia activation highlighted the importance of delivering added value to the confectionery offering. This approach enhances the shopping experience and drives penetration and conversion across both the category and the store.
Beatriz de Otto, Head of customer Marketing at Mondelez World Travel Retail, said, “Our partnership with Expedia represents a new approach to engagement in travel retail. By bringing together the delicious appeal of Toblerone with travel incentives, we have created an experience that resonates with today’s traveler. The success of this activation reflects the growing demand for added value in new and innovative forms and as we have seen, this can significantly drive long-term growth in travel retail and enhance brand awareness.”
