Mondelez World Travel Retail uses digital to connect with customers

By Andrew Pentol |

Mondelez Toblerone Personalisation small

Mondelez is using digital to connect with customers on an emotional level.

Mondelez World Travel Retail (WTR) has introduced a new approach to personalisation in the confectionery category through the Toblerone brand.

The company is using digital to connect with customers on an emotional level through its personalised sleeves for the Toblerone 360g bar and new customised message stickers for the Toblerone Tiny 272g bags.

A new personalisation solution was unveiled in Hong Kong International Airport in December 2019, enabling travellers to digitally print customised messages onto stickers to adorn the Toblerone Tiny 272g bags. Mondelez WTR says that the latest digital innovation was well received by shoppers, resulting in a high-single digit uplift for Toblerone in Hong Kong and almost 20 confirmed upcoming locations for the sticker printer across Europe, Asia, the Middle East and Latin America.

PERSONALISATION FOCUS

Toblerone first pioneered personalisation in the confectionery category with its ‘Messages’ promotion in 2017. This enabled travellers to express themselves through chocolate purchased as gifts, according to the company.

Since then, Mondelez WTR has strived to keep its personalisation offering fresh and relevant. One way of doing this was through the addition of ‘digital’ to its ‘Delighting Travelers’ category vision. The aim was to deliver category growth.

Other initiatives included the launch of the ribbon printer in 2018 and a recent trial using QR code stickers on Tolblerone Tiny bags to share personalised videos.

Toblerone Tiny Bag Sticker Printer

Travellers at Hong Kong International Airport can digitally print customised messages onto stickers to adorn the Toblerone Tiny 272g bags.

Richard Houseago, Head of Customer Development, Mondelez WTR said: “Personalisation is about individualism, differentiation and emotion. It provides us with a direct avenue to give travellers exactly what they want and to engage them in a meaningful, emotional way. By adding digital to the mix, Mondelez WTR is approaching the trend holistically, providing travelling consumers with not only a bespoke memento or gift, but a bespoke experience.

“The remarkable success of Toblerone’s latest personalisation initiatives underline the incredible opportunity in democratising personalisation through confectionery. We’re engaging more travellers than ever before, bringing distinction to the channel and driving More Shoppers, More Spend, More Often.”

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