Mondelez WTR to present Toblerone travel retail exclusives at IAADFS


Toblerone offers a variety of customized packaging carrying emotional messages to enrich the gifting experience including ‘I Love You’, ‘Missed You’, ‘Thinking of You’ and ‘Superstar’
Mondelez World Travel Retail (WTR) is promoting Toblerone at next month’s IAADFS Duty Free Show of the Americas, where it will showcase a number of exclusive gifting options from travel retail’s number one confectionery brand and a new-look stand (booth 315). 
Mondelez WTR will also be showcasing 2017 novelties from Cadbury, Milka, Oreo, Chips Ahoy, Daim, Trident and Bassetts. 
Mondelez WTR has revitalized Toblerone’s iconic bar offering – a key strategic pillar for the brand – with a strong focus on gifting and personalization. 
The famous triangular Swiss Milk chocolate in the iconic 360g bar format is now available in a variety of customized packaging carrying emotional messages to enrich the gifting experience, including ‘I Love You’, ‘Missed You’, ‘Thinking of You’ and ‘Superstar’. Exclusive to travel retail, Toblerone Messages makes the perfect gift to bring home to friends and loved ones from abroad.
First presented to the trade at the TFWA World Exhibition in Cannes last year, Toblerone Messages is now being sold exclusively at Dufry stores until the end of March. Since the beginning of January, it has launched in more than more than 40 airports worldwide since the beginning of January, with more to follow this month. In the Americas, it is available at key airports including Las Vegas, Chicago, Houston, Toronto, Mexico City, Cancún, Ezeiza, Montevideo, São Paulo and Rio de Janeiro.
The launch is supported by a major promotional campaign designed to drive digital engagement at selected airports, beginning with Madrid-Barajas in February. Spanning both online and in-store marketing, the 360⁰ program includes social media platforms such as Facebook, Instagram and Twitter; Dufry’s Reserve & Collect pre-order website and EDM to ‘Red by Dufry’ loyalty program members; as well as a pioneering partnership with FLIO, the global airport app. Travelers at the in-store activation are encouraged to take a picture to go with their chosen Toblerone Message, and share it on social media with the hashtag #sayitwithtoblerone. 
Say hello with… Toblerone Country Sleeves
Building on the success of its Sense of Place campaign and destination city sleeve concept, Mondelez WTR has created a new generation of sleeve designs inspired by the different country flags around the globe. 
Exclusive to travel retail, these premium sleeves feature the key colors of a country’s flag in a modern premium triangular mosaic pattern, as well as “Hello” in the local language. This is supported by communications that say, “Say Hello From…”, underlining the sleeves’ strong sense of place element. 
The first stage of the country sleeve roll-out saw the launch of USA, Argentina, Italy and Spain themed sleeves. Norway and Switzerland will be introduced in the first quarter of 2017. The travel retail exclusive is now available in several major US airports, including Los Angeles, New York, Miami, Atlanta, Boston, San Francisco and Honolulu.
Irina Tarabanko, Manager Category Marketing at Mondelez WTR, commented: “Mondelez WTR is raising the bar on gifting with a strongly differentiated offer that combines the well-loved taste of Toblerone with innovative packaging that addresses both consumer and retailer needs. Toblerone Messages is our most personalised offering yet, allowing our consumers to express their heartfelt thoughts in a fun and emotive way, while Toblerone’s contemporary country sleeves strengthen our offering in the Memory segment and make a fantastic keepsake from your travels. We’ve had a lot of success with the first-generation destination city sleeves; sales of the New York sleeves at the So Chocolate store in JFK Airport T4 (pictured below), for example, grew by double digits in the third quarter of 2016. We are confident that Toblerone, with its continued innovation backed by strong marketing initiatives, will help Mondelez World Travel Retail maintain our leading position in the Americas.”