As part of a major upgrade of the arrivals duty free at Sao Paulo Guarulhos Airport, Mondelez World Travel Retail (WTR) has deployed new Toblerone and Milka merchandising units.

 

“Our enhanced offering at Sao Paulo embodies many of the key facets of our Delighting Travelers vision by engaging with shoppers through impactful, engaging and memorable merchandising,” said Andreas Fehr, Managing Director, Mondelez WTR.

 

“The potential for Toblerone and Milka – already category-leading brands in Brazil – is significant, and the opportunity to present these brands and engage with consumers in this fantastic new space at the country’s key hub will allow us to capitalize on this.

 

“The level of investment we have made in creating these one-off units recognizes the strength of our relationship with Dufry and our commitment to growing the confectionery category through this kind of partnership.”

 

 

‘RETAIL THEATRE’

“We share Mondelez’s commitment to innovation and retail theatre, and the presentation of Milka and Toblerone in these new units brings real excitement and WOW factor to the confectionery category,” comments Manuela Facheris, Global Category Head Confectionery, Food, Souvenirs and Toys of Dufry Group.

 

“Travelers arriving at Sao Paulo are able to interact with these two beloved brands in a unique way, and we are already seeing this emotional connection translate into impressive sales.”

 

The Toblerone unit, which features a ‘striking wallbay’ in gold, has at its centre two giant rotating Toblerone shaped pillars. Modelez says that Toblerone’s iconic triangular shape and globally recognised Matterhorn logo are repeated throughout the unit, to create a merchandising offer that clearly draws on the brand’s heritage.

 

To maximise visibility for Milka, Mondelez’s vision was to create a mini Alpine world with ‘playful design features’ and interactive elements that reflect the brand’s heritage.

 

 

UNIQUE TRAVEL RETAIL UNIT

The first unit – unique in travel retail – features the famous lilac Milka cow, brought to life as a full-size 3D model with a number of interactive features to engage shoppers.

 

Motion sensors in the cow’s eyes detect the presence of shoppers nearby and trigger a mooing effect. The second unit is an Alpine Chalet-shaped gondola, again drawing heavily on the brand’s emotional connection with the Alpine world, while also satisfying significant stock-holding requirements.

 

“Both Milka and Toblerone are key strategic brands in Mondelez WTR’s drive to grow the confectionery market in South America,” says Mondelez. “Milka has a long association with duty free after a number of years during which it was the only channel to offer the product.”

 

Mondelez WTR will be exhibiting at booth (#315) at the IAADFS 2014 Duty Free Show of Americas on March 9-12, 2014 at the Orlando World Center Marriott.