The Toblerone Expedia Activation offered added value to travelling consumers.

Mondelez World Travel Retail (WTR) is hailing the success of its partnership with Expedia on a campaign for Toblerone that offered travel rewards to shoppers.

The Toblerone Expedia Activation, which ran from December 2024 to February 2025, gave passengers who purchased two Toblerone products a direct reward incentive in the form of travel credits.

The initiative was designed to enhance engagement and drive sales by delivering added value to travelling consumers – a strategy backed by a study showing that 35% of duty free shoppers cite promotions as a key driver for them visiting the confectionery category in 2024 (up from 30% in 2019*).

Indeed, Mondelez WTR notes that offering tangible rewards ‘could significantly influence product selection in the highly competitive travel retail space’.

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The partnership with Expedia strengthen brand loyalty and awareness for Toblerone, while helping to differentiate the product from its competitors.

“Our partnership with Expedia represents a new approach to engagement in travel retail,” said Beatriz de Otto, Head of Customer Marketing at Mondelez World Travel Retail.

“By bringing together the delicious appeal of Toblerone with travel incentives, we have created an experience that resonates with today’s traveller.

“The success of this activation reflects the growing demand for added value in new and innovative forms and as we have seen, this can significantly drive long-term growth in travel retail and enhance brand awareness.”

Shoppers who bought two Toblerone products could redeem travel credits worth 50 units of the activation location’s local currency.

The Toblerone Expedia Activation, which capitalised on one of the busiest travel periods in the year, was implemented in key travel hubs across Europe, including London, Madrid, Frankfurt, Copenhagen and Amsterdam among others.

By January 2025, it has expanded globally to destinations such as Bangkok, Buenos Aires, Singapore, Doha, Dubai, Manila, and São Paulo. It performed ‘strongly’ across all locations, says Mondelez WTR.

The campaign was supported by a comprehensive communication strategy, complemented by shelf displays, flyers, tastings and in-store staff engagement.

Shoppers who bought two Toblerone products could scan a QR code, upload their receipt and receive a code to redeem travel credits worth 50 units of the activation location’s local currency. These credits were valid for discounts on hotel bookings, with over 700,000 options available.

The campaign was supported by a comprehensive communication strategy, complemented by shelf displays, flyers, tastings and in-store staff engagement.

*Source: The TFWA Category Series: The Global Duty Free Confectionery Shopper 2024.

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