MWTR focused on restoring category growth through pillar brand Toblerone

By Luke Barras-hill |

Mondelez World Travel Retail (MWTR) and partner Dubai Duty Free (DDF) have praised the success of a campaign aimed at reviving the confectionery category across the Middle East.

As showcased during the second Travel Retail Sustainability Week (19-22 April), MWTR has forged a strong partnership with not-for-profit organisation One Tree Planted to fund the reforestation of the Andes Mountains in South America.

[Click below to watch the ‘Green Influencers Part 1: Combining People, Planet and Purpose’ session, which features a panel appearance from Dogus Kezer, Associate Director Category Marketing, MWTR].

MWTR and DDF helped contribute more than 5,000 trees through the month of the activation.

THE POWER OF TOBLERONE

Sales from anchor brand Toblerone is being used to power the initiative, which empowers travelling consumers to make more sustainable shopping choices.

Carlos Granados, Head of Global Sales, MWTR, commented: “Restoring the confectionery category to growth through close collaboration with our retail partners has remained at the top of our agenda at Mondelez World Travel Retail, and key to our strategy has been demonstrating that we are listening to our travelling consumers’ needs.

“Our long-standing partners at Dubai Duty Free have always shared our commitment to the category and also recognise the importance of sustainability for travellers.

“This achievement underlines the power of Toblerone as an icon in travel retail and a brand with real purpose, but more importantly, what we can achieve through our dedicated partnerships. We’re looking forward to seizing more opportunities to drive growth for the channel – together.”

MORE THAN FIVE THOUSAND TREES PLANTED

Colm McLoughlin, Executive Vice Chairman & CEO at Dubai Duty Free, added: “It has been very rewarding to observe the customer response to the Toblerone initiative and the One Tree Planted campaign, which not only welcomes travellers back with a familiar and trusted brand, but supported them in giving back to the environment.

“We’re proud to champion such impactful sustainability initiatives as we enter an era of renewed growth and purpose for travel retail.”

Recognising Earth Month, geared towards Earth Day on 22 April, the confectionery giant and DDF helped deliver more than 5,000 trees through April.

Toblerone benefitted from a high double-digit sales uplift during the activation versus the same period in 2019, helping to spur the recovery of the confectionery category in the region.

Sales of the 360g Toblerone bars also lifted ‘significantly’ versus 2019 levels, says Mondelez WTR.

The activation engaged travellers at Dubai International Airport’s Concourse A and D, plus various secondary spaces across all terminals.

Additionally, the campaign was supported by dedicated digital advertising on Dubai Duty Free’s e-commerce and social media pages.

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