Toblerone appeals to Gen Z with Tiny Messages travel retail sharing bag

By Charlotte Turner |

Mondelez World Travel Retail (WTR) continues to tap into the demand for more personalised purchases in travel retail with a new sku from its hero brand, Toblerone.


Mondelez insists that new travel retail exclusive packaging of its limited edition Toblerone Tiny Messages product ‘further enhances the sharing appeal’ of the 272g Tiny Milk bag, with twenty-one distinct messages printed on the wrappers of each individual ‘tiny’.


‘Messages’ include words and feelings that help to connect travellers, like ‘happiness’, ‘sharing’ and laughing’, with promotional materials highlighting to travellers what “being together means”.


Mondelez believes the newest sku appeals to digitally-driven Gen Z and millennial customers; two customer groups, it says are expected to increase their travel retail spend in coming years and are known to favour exclusivity and personalisation (according to data published by TRBusiness’ TR Consumer Forum joint venture partner, *m1nd-set).


Toblerone Tiny Messages’ travel retail exclusive packaging includes a QR code that allows travellers to access an augmented reality (AR) tool which enables travelling consumers to create sharable, virtual messages.


“Mondelez WTR first pioneered personalisation in the confectionery category in 2017 with Toblerone Messages for the iconic 360g bar,” insisted Mondelez.


Since then, it has introduced numerous initiatives including ribbon printers with personalised messages, to the Toblerone sleeve printer for the 360g bar.


Dogus Kezer, Marketing Director at Mondelez WTR, said: “The new limited edition Toblerone Tiny Messages allows us to engage with this new generation of travelling consumers in a more personal and creative way than ever before, increasing our emotional link with our target Gen Z and millennial travellers.


“We are very excited to see travellers combining words and sharing such positive messages on social media; this is a powerful reflection of Toblerone’s brand identity, which encourages individual uniqueness and self-expression and speaks directly to these younger consumer markets.”


The limited edition Toblerone Tiny Messages will be available until the end of next year.


*Millennial and Gen Z travel retail shopper behaviour (m1ndset, August 2022).

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