Mondelez WTR and Unifree bring Toblerone personalisation to Istanbul

By Kristiane Sherry |

Toblerone’s Istanbul activation is a first-of-its kind experience in GTR

Mondelez World Travel Retail (WTR) has teamed up with Gebr. Heinemann’s Turkish partner Unifree Duty Free to bring a Toblerone personalisation activation to life at Istanbul Airport.

Designed to disrupt travellers and bring interactive digital activities to the confectionery category, the space brings a first-of-its-kind Toblerone 2.0 sleeve printer to global travel retail. 

Mondelez WTR launched confectionery personalisation back in 2017, and has since evolved its concept to keep the offering relevant and exciting for consumers. 

Today, travellers are now able to more easily add names or messages to their Toblerone sleeves, boosting the brand’s gifting appeal.

First launched in travel retail in Istanbul in 2019, the new advanced functions make the printer much faster than its predecessor, shortening waiting times for customers and cutting friction out of the experience. 

Customers can also see the new Toblerone brand identity across its new POS suite, featuring 3D shapes and bright colours to attract attention.

To further drive spend, shoppers who purchase three 360g bars can personalise the sleeves. They are also able to add complimentary custom gifting ribbons to the chocolate bars. 

Customers can now personalise their Toblerones with less wait time.

A new digital 4D Toblerone box is another digital element of the activity. Through the ‘phygital’ tool, users can take and get photos printed instantly at no charge.

The activity has been designed to encourage travellers to interact with the Toblerone brand before they board their flight. 

Toblerone’s brand activation is running at Istanbul Airport now, closing at the end of April. 

An ‘unparalleled’ Toblerone experience

“We are delighted to be back in Istanbul with a more premium, exciting, and engaging activation anchored in our commitment to digital innovation, while continuing our personalisation journey with Toblerone,” said Beatriz De Otto, Head of Customer Marketing at Mondelez WTR.

“The activation positions confectionery with the visibility that the category deserves to accelerate conversion in-store, while the launch of our newest printer and the incorporation of digital elements like the photo box inspire travellers to engage with the brand and create custom gifts via new means. 

“We are very proud to deliver such an unparalleled and memorable retail experience for a new generation of travellers alongside our partners at Gebr. Heinemann.”

The new Toblerone space features eye-catching 3D shapes.

Jens Peter Peuckert, Director Marketing at Gebr. Heinemann, added: “Our ambition is to create unforgettable experiences to attract travellers’ attention – for higher category penetration and conversion. 

“In this light we are pleased to offer shoppers this engaging and surprising way of personalisation together with Mondelez WTR – as a result of a close and evolving partnership with aligned goals. 

“Mondelez WTR’s evolved digital offering will appeal to discerning travellers seeking rich, individual retail experiences that they can connect with.”

Ceren Tonguç, Chief Commercial Officer, Unifree, commented: “We always strive to provide an unforgettable duty-free experience for our customers. We are pleased to announce that we are hosting Toblerone in Istanbul Airport for the second time. 

“Our guests can now customise and personalise their chocolate bars and create memories that will be remembered forever with our dedicated photo shooting area.”

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