Mondelez shifts all 1,000 limited run laser-cut Cadbury bars in two weeks

By Kristiane Sherry |

The limited-edition, laser-engraved Cadbury bar sold out in just two weeks.

Mondelez World Travel Retail (WTR) has successfully sold through its limited run of Great Britain-themed laser-engraved Cadbury bars, developed as part of an exclusive partnership with Dufry at Heathrow Airport. 

The release marks the first time Mondelez WTR and Cadbury have utilised state-of-the-art laser-etching technology to create detailed images on the chocolate. 

In a celebration of Cadbury’s British heritage, 1,000 bars of Cadbury Dairy Milk Limited Edition 180g were released in-store, with all bars sold within two weeks of launch.

As well as driving excitement in-store, the bars also drove engagement online via Dufry’s Emotion+ programme. 

Souvenir gifting focus

Through the laser etching, Mondelez WTR said it met souvenir gifting needs within the premium chocolate category.

The etching featured London landmarks including Big Ben and London Bridge, with imagery playing out across the packaging and the chocolate itself. 

Customers flocked to buy the bar.

Set in a Cadbury-purple box with gold-embossed detail, the packaging features a layered structure to enhance the ‘unboxing’ experience.

The launch of the Cadbury Limited Edition Laser Engraved Bar was supported by an in-store campaign to immerse travellers in the brand world using screens and a bar showcase. 

Although the hero product sold out, Mondelez continued the campaign to the end of May and highlighted the Cadbury Sense of Place Great Britain 520g pouch released in December 2022.

‘Pushing boundaries’

“This campaign has been incredible for so many reasons. Selling out within days is a nice feather in the cap, but to see how well-received the laser-etched bars have been is incredibly fulfilling and insightful – a remarkable milestone in our digital journey,” said Dogus Kezer, Marketing Director, Mondelez WTR.

“It speaks to the potential we need to tap into within the confectionery category to deliver exciting premium gifting options and unique experiences, very much in line with our category vision. 

The chocolate itself is laser-engraved with iconic British symbols to celebrate Cadbury’s heritage.

“We are very pleased with the result, and grateful to our partners at Dufry who continue to push boundaries alongside us to further drive the differentiation of the channel.”

Philippe Moryl, Global Category Management Head for Confectionery & Food at Dufry, added: “Our partnership with Mondelez for the Limited-Edition Cadbury Dairy Milk Laser-Engraved Bars at Heathrow has been a tremendous success. 

“Honouring British heritage, these bars generated immense excitement in-store and online through Dufry’s Emotion+ programme. 

The activation stirred up excitement in-store and online.

“All 1,000 bars sold within two weeks, showcasing the power of our collaboration in delivering standout concepts and unforgettable shopping experiences in our World Duty Free stores.”

In April 2023, Mondelez WTR brought a Toblerone personalisation activation to Istanbul Airport in partnership with Gebr. Heinemann’s Turkish partner, Unifree Duty Free.

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