Mondelēz World Travel Retail (WTR) has created an airport campaign to support the launch of Toblerone Pralines that offers travellers the chance to win a genuine diamond.
The ‘Win a Diamond’ activations went live on 30 January in London Heathrow, Paris Charles de Gaulle and Paris Orly airports. The UK campaign concludes on 27 March; the French events will run until 4 April.
The competition is linked to the diamond shape of the chocolate pralines. To be eligible for the prize, passengers must purchase a box of Toblerone Pralines and register their receipt at the official competition website.
Each airport location has been allocated one diamond. The prize draws will take place in April.
The ‘Win a Diamond’ campaign is the first of the year’s planned GTR activations to support the launch of Toblerone Pralines. The activations feature the ‘Diamond Shaped, Never Square’ tagline, and highlight the product’s premium gift choice positioning.
Mondelēz World Travel Retail Marketing Director Dogus Kezer commented: “It’s not every day that people get to win a diamond, but with premium flavour comes a premium opportunity.
“We are excited to introduce the ‘Win a Diamond’ campaign. It speaks to our commitment to advance our premium segment and deliver high-quality moments for travellers to enjoy and remember.”
He added: “Toblerone Pralines represent the future, and our mission to constantly meet the evolving needs of consumers.”