Toblerone Pralines enjoy first big travel retail push at Zurich with Avolta

By Faye Bartle |

Toblerone Pralines

A snapshot of Toblerone Pralines’ ‘full airport takeover’ at Zurich.

Mondelez World Travel Retail (WTR) is spotlighting its premium Toblerone Pralines in partnership with Avolta, with the first significant presence of the product in the channel now live at Zurich Airport.

The confectionery company has triggered a ‘full airport takeover’, with a pop-up in the Departures Terminal.

It marks the first time Avolta has provided Mondelez WTR on this ‘high visibility’ space.

Tastings are being offered to travellers to maximise engagement and help drive conversion throughout the campaign, which began in November and will run until the beginning of January.

Furthermore, key campaign visuals are being shared outside of the duty free environment, across digital screens in high traffic areas.

The digital screens element of the campaign is also being deployed at Heathrow and Barcelona airports.

“We are delighted to host our first big travel retail activation for Toblerone Pralines in a region that holds great significance for the brand,” said Dogus Kezer, Marketing Director at Mondelez World Travel Retail.

“With our partners at Avolta, we are inviting travellers to experience our new product with an engaging, captivating airport takeover at Zurich airport, highlighting Toblerone’s iconic Swiss heritage and the delicious flavours this beloved brand continues to deliver for travellers around the world.”

Toblerone Pralines

Left: The campaign incorporates digital screens in high traffic areas outside of the store environment. Right: The Departures Terminal pop-up at Zurich.

The activity highlights Mondelez WTR’s commitment to engaging consumers through its new and growing premium segment, which aligns with the company’s vision to ‘increase penetration and conversion’ and ‘drive more shoppers to purchase more frequently and with a higher typical spend’.

Partnerships play a key role in this and, by joining forces with Avolta and Zurich Airport, Mondelez WTR is able to amplify awareness of the pralines across a variety of digital platforms, including Avolta’s 360° shopping experience.

At Heathrow and Barcelona, the screens outside the duty free areas will help boost visibility of the pralines by showcasing key visuals in high traffic areas throughout December. This effectively expands the breadth of consumer touchpoints.

Toblerone Pralines launched in Cannes

In October, Mondelez WTR unveiled Toblerone Pralines to the channel at a cocktail event at the TFWA World Exhibition in Cannes.

The product’s geometrical outer shell resembles a diamond. Inside is a praline filling with pieces of nougat.

Travel retail exclusive 380g packs are available, with giftability in mind.

Toblerone Pralines

Left: An interactive photo opportunity for travelling consumers. Right: A Toblerone Pralines ‘diamond’ ring.

On the Zurich Airpot campaign, Philippe Moryl, Global Category Management Head for Confectionery & Food at Avolta said: “With our partners at Mondelez WTR, we are excited to deliver a new premium offering to passengers.

“This new launch illustrates our continuous effort to drive innovation through assortment and retail execution in stores.

“With activations such as the one we are proposing at Zurich airport, we want to drive customers’ engagement, inviting them to discover Pralines, the new product from one of the most iconic confectionery brands in travel retail.”

READ MORE: Mondelez WTR launches Travel Collection favourites sharing pack

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READ MORE: Mondelez WTR unveils Tobler pralines in gifting and premiumisation drive

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