“Where Is My Toblerone?” Mondelez WTR introduces dedicated travel retail campaign
"Where is my Toblerone?" Launching from June in over 50 airport locations worldwide, the campaign will come to life through immersive in-store experiences
Mondelez World Travel Retail has revealed its first ever dedicated travel retail campaign, “Where Is My Toblerone?”, a bold reinvention of the iconic travel-exclusive treat.
Toblerone has long been a staple of duty free shopping, a symbol of joyful returns, and a gift for those waiting at home. But with travel evolving and expectations shifting, the brand is seizing the opportunity to rekindle its emotional connection with global travelers.
The campaign is inspired by a universal and playful truth: when travelers return empty-handed, they’re often met with the question, “Where is my Toblerone?”. This light-hearted moment reveals a deeper emotional and behavioral reality - those who receive Toblerone love it, expect it, and associate it with the delight of a loved one’s return. By tapping into these expectations, the campaign transforms Toblerone from a passive purchase into a meaningful ritual, reinforcing its position as an intentional and emotionally resonant part of the travel experience.
“Where Is My Toblerone?” marks the brand’s first-ever globally differentiated communication strategy within the travel retail channel. With bold, ownable creative under the new “Never Square” identity, the campaign modernizes Toblerone’s image and strengthens its status as both an iconic gift and an irresistible indulgence. This fresh visual language and emotional storytelling breathe new life into Toblerone’s role at the heart of the travel journey, reestablishing its top-of-mind status among travelers of all generations.
“Where Is My Toblerone?” marks the brand’s first-ever globally differentiated communication strategy within the travel retail channel
Launching from June in over 50 airport locations worldwide, the campaign will come to life through immersive in-store experiences. During the launch phase, the campaign will be anchored by an engaging activation that invites travelers to interact with games and photo opportunities. The enduring strength of this campaign lies ahead in the year-round placement of the powerful creative.
More and more touchpoints will aim to stop travelers on their way to their boarding gates and ensure that they do not forget to visit a duty free store and pick up a Toblerone, as the campaign sub-tagline says; they need to “remember to bring one back”. The selection of four witty creatives ensure that the campaign resonates with international travelers across age groups, gender, and nationalities.
Anna Somogyi, Director Category, Customer & Shopper Marketing at Mondelez World Travel Retail, said, “The “Where Is My Toblerone?” campaign doesn’t just bring a new layer of excitement to the shopping journey – it rekindles a long-held tradition. It turns the act of bringing home a Toblerone into a cherished moment, a symbol of thoughtfulness, joy, and connection. This campaign reaffirms Toblerone’s place not just as a treat, but as the original travel ritual and an enduring icon of gifting.
“We are reinforcing the routine that you cannot pass through an airport without buying a Toblerone. There is no other confectionery brand that is more strongly associated with travel than Toblerone. Our rekindling of this long-held ritual aims to address the low penetration of our industry and drive store sales growth, for the benefit of the whole category.”
