Mondelez WTR unveils Sense of Place promotions for Toblerone and Milka

By Faye Bartle |

Mondelez WTR launches Sense of Place promotions Europe 2022.

Mondelez WTR’s Sense of Place promotion for Toblerone at Geneva International Airport.

Mondelez World Travel Retail (WTR) has revealed its latest destination-themed packaging and in-store activations for Toblerone and Milka in Europe as part of its Sense of Place promotional activities.

The Toblerone Gift from Copenhagen Sense of Place promotion ran from May to June at Copenhagen Airport’s Main Shop Sweet Stage.

Travellers were treated to tastings, could make use of the sticker printer for 272g bags and receive a complimentary travel pillow with the purchase of any three 272g bags.

There were also ‘homeground’ activations for Toblerone at Geneva International Airport (in P3 and P4 GVA3), which introduced a Switzerland sleeve dispenser.

In Italy, the brand collaborated with Jägermeister on an activation that included a personalised ribbon printer and sleeve dispenser, exclusive Toblerone Tiny Italy Bags, and a Toblerone 360g destination sleeve.

Mondelez WTR launches Sense of Place promotions Europe 2022.

The Milka Sense of Place activation in Schiphol Airport’s Lounge 3.

Further to this, the first Milka Sense of Place activation popped up in Amsterdam’s Schiphol Lounge 3 during April and May, offering exclusive destination sleeves, tastings and a QR Code on Milka bars inviting consumers to create a personalised message to send to loved ones.

“Consumer occasions remains an important trend to leverage,” said Dogus Kezer, Marketing Director, Mondelez WTR.

“According to a recent study by m1nd-set, gifting in the confectionery category has persisted as a key driver for purchase in duty free, with over one third – 34% – of shoppers purchasing the category for gifting, and with the festive season approaching, it is prime gifting season.

“Having pioneered ‘Sense of Place’ with the channel’s number one chocolate brand, Toblerone, back in 2015, we have continued to evolve the concept to appeal to travellers, introducing locations for Milka for the first time, featuring fun designs of regional icons for travellers to take home as souvenirs or to share as gifts with loved ones.”

Mondelez WTR launches Sense of Place promotions Europe 2022.

Toblerone Sense of Place activations in Prague (left) and Copenhagen (right).

Mondelez WTR’s Sense of Place promotions continued throughout Europe over the summer, with further promotions in Greece, Czech Republic, Turkey, Spain, the UK and Germany.

The company will also be launching Sense of Place promotions in the Middle East in due course.

Following the initial launch of the Sense of Place campaign in 2015, Mondelez WTR went on to refresh the format in 2019.

This was the year the company introduced the first Destination Toblerone Tiny with Tiny Dubai in 2019, which went on to become one of its best-selling products.

The company continues to elevate the offering by rolling out new designs, expanding the destination assortment, and highlighting the product assortment with eye-catching location-themed retail furniture.

Mondelez WTR says the Sense of Place activities specifically target to two important consumer segments that collectively represent 41% of all travel retail shoppers, as outlined by m1ndset*.

These segments are Local Touch Seekers (23%) – travellers who value gifting and tend to purchase international products with a local touch – and Emotional Brand Image Seekers (18%) –who prefer to shop in attractive shops where they can find exclusive products, special editions and international products with a local flavour.

*Source: m1nd-set research Dynamic Consumer Demographics [July 2022] and How The Pandemic Has Changed The Travel Retail Shopper Segments [March 2022].

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