Mondelez WTR unveils Zurich Toblerone Gifting Station

By Andrew Pentol |


The Toblerone space in Dufry’s main Zürich store includes back-walls with incorporated screens.

Mondelez World Travel Retail (WTR) has unveiled the Toblerone Gifting Station, a multi-dimensional gifting experience, at Dufry’s new generation duty-free store in Zürich Airport.

Unveiled in February, The Toblerone space in Dufry’s main Zürich store includes back-walls with incorporated screens, magnifying product displays and a gifting and ‘Create Your Own Toblerone’ station.

According to the company, the new installation responds to the trend of personalisation.

Each Toblerone purchase entitles shoppers to an exclusive element of gift customisation; printing a complimentary personalised message on a ribbon for their Toblerone gift-bags, in a process taking less than one minute.


The demand for destination presents is satisfied with ‘Sense of Place’ Toblerone offers. Shoppers can choose a sleeve for their chocolate bars with either ‘Zürich City’ (featuring the skyline of Switzerland’s largest metropolis) or ‘Grüezi’ (‘Hello’ in Swiss German).

Mondelez WTR Head of Category Planning Ivo Knuesel said: “The innovative space in Dufry’s new store in Zürich is the perfect setting to build on Toblerone’s impressive track record of in-store engagement.

“The Toblerone gifting station responds to Next-Gen travellers’ desire for authentic brand experiences with a personalised edge. This latest activation also demonstrates our dedication to our digital agenda, which is the extension of our Delighting Travellers category vision and is supported by the three main pillars: digital in-store engagement, online communications and e-commerce.”


Each Toblerone purchase entitles shoppers to an exclusive element of gift customisation.

Philippe Moryl, Global Category Management Head, Confectionery, Food, Souvenirs & Toys, Dufry Group added: “We really appreciate Mondelez WTR’s creativity and cooperation with this activity. They were the first to understand how important it is to deliver a concept that makes maximum use of all touch-points opportunities we are proposing within our new generation store concept.

“Communicating brand value and image through via our digital solutions, creating emotion with unique and outstanding retail execution and interacting with customers by proposing personalised products. In this context, the Toblerone gifting station is the perfect fit, bringing innovation and resonating with shoppers on a personal level.”

Anja Baer, Senior Manager Retail Airside, Zürich Airport commented: “Shoppers in travel retail look for more than just a purchase today. They are looking for an added value proposition through ultimate experiences, and the Toblerone gifting station well caters for this.

“Over two million passengers who pass through Zürich airport every month will be exposed to this animation of the Swiss chocolate icon, helping make the airport retail offer stand out.”



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