Mondelez World Travel Retail (WTR) has launched a new travel retail exclusive Christmas-themed sleeve for its Toblerone 360g bars.

The new packaging is being supported by festive in-store activations and ‘playful’ digital content designed to engage consumers and capture the spirit of the holiday season.

Running from November 2022 through to January 2023, the activations can be found in select travel retail locations, with high-profile promotion (HPP) sites at Dubai (DXB), Paris Charles de Gaulle and Václav Havel Airport Prague.

“As an iconic gift in travel retail with such an unmistakable identity, Toblerone has the power to elevate the confectionery category during the key Christmas period,” said Dogus Kezer, Marketing Director at Mondelez WTR.

“By leveraging this power, in combination with the proven success of the sleeve personalisation format and an engaging in-store activation concept, we are supporting our retail partners in fully capitalising on this major seasonal opportunity.

“We know that travellers are increasingly on the look-out for something original and personalised, and the Toblerone Christmas edition provides an informal, travel-exclusive, highly versatile and delicious offering.”

The activations showcase the visual campaign, which reimagines the famous Toblerone triangle as a classic Christmas tree.

The imagery features on the Toblerone sleeves, as well as on ‘impactful retail elements and digital displays’ that signpost the festive gifting opportunity through a range of seasonal icons and design cues.

There’s also a Christmas-themed digital game, inviting players to adopt the role of ‘Toby’ and try to catch as many festive icons as possible.

Successful players can win a variety of travel-themed prizes in-store, including travel pillows and phone rings.