Mondelez World Travel Retail (WTR) is paying homage to Cadbury’s British roots with the launch of the Cadbury Dairy Milk Great Britain 520g Pouch.
The latest ‘Sense of Place’ innovation from Mondelez WTR enables travellers to take a piece of Britain home with them. The pouch has been launched exclusively with Dufry and has been available to shoppers across airports in the United Kingdom since December 2022. The sweet souvenir features an eye-catching new design with key British symbols including the iconic London black cab, the red telephone booth and the true mascot of Great Britain, the humble bulldog.
Distinctly British and dynamically eye-catching, Cadbury’s Sense of Place campaign further underlines Mondelez WTR’s commitment to differentiating the channel, by localizing beloved international brands from its winning portfolio. The campaign kicked off on February 1st at London Stansted Airport and will delight consumers until the end of March with unique and personalized gifting options. The supporting activation features a location-themed display, enhancing the Sense of Place concept with an engaging in-store experience.
Positioned in the heart of the store for best visibility, a Cadbury-purple double decker bus gondola houses the Dufry-exclusive pouch, containing miniature Dairy Milk chunks– the perfect travel companion. To sweeten the deal, travelers can personalize a gift bar or pouch with the Cadbury ribbon printer, printing messages onto a ribbon to make for an even more exciting and delicious gift for loved ones back home. Consumers can also treat themselves to a taste of Britain with the Sense of Place Cadbury bar sleeves, designed to pay homage to British heritage with iconic local symbols.
Mondelez WTR first pioneered ‘Sense of Place’ in confectionery in 2015 with Toblerone. In the years since, the category leader has continued to push the envelope to keep the offering fresh and relevant, and deliver to evolving consumer tastes. According to a July 2022 study by m1nd-set, 23% of travel retail shoppers gift items that have a local touch and 18% enjoy exclusive, limited-edition purchases. Mondelez WTR’s latest activation promises to please both the local touch seeker and emotional brand image seeker with its exclusivity and personalization.
The campaign cleverly positions Cadbury as a key ingredient to British heritage, allowing consumers to take a piece of their travels home with them as they pass through Great Britain. Travelers in other parts of the world can also enjoy a distinct British experience, with the Sense of Place activation set to roll out across various locations this year.
