Mondelez, Heinemann and Unifree Duty Free take digital engagement to new dimension in Istanbul – now for the first time Toblerone sleeves can be personalised at the New Istanbul Airport duty-free store.
Mondelez World Travel Retail (WTR) has teamed up with Gebr. Heinemann to take the next step in the confectionery company’s digital journey. Their forces are joined for the global launch of a brand new Toblerone sleeve printer at the recently opened UNIFREE Duty Free at Istanbul Airport, a joint venture between Gebr. Heinemann and its Turkish partner Unifree. As part of Mondelez WTR’s commitment to digital innovation, the launch is supported by a 360-degree activation that showcases travel retail’s number one chocolate brand. It combines digital engagement and personalisation with iconic Toblerone design statements in what is on track to become the world’s largest airport.
For the first time, travellers can create their own Toblerone 360g bar by printing any name or message onto the iconic sleeve to produce a one-of-a-kind memento or a unique gift. The Toblerone sleeve printer can be found in a pop-up engagement zone that is distinguished by multiple digital elements to appeal to Next-Gen travellers. The excitement is complemented by a new digital 4D photo box – an enhanced version of the phygital tool that has become a hallmark of digital engagement in Toblerone’s travel retail activations – for social media engagement.
Juergen Leisse, President Central Europe & EU Central Sales at Mondelez International commented: “Travel retail is like a door into the world, and it’s truly inspiring to see this influential part of our business take consumer engagement to new heights, especially with an industry stalwart like Gebr. Heinemann. This partnership further elevates two companies of exceptional reputation and significant global impact.”
Jaya Singh, Managing Director at Mondelez World Travel Retail, added: “Our Delighting Travellers category vision fully endorses ‘digital’ and we have pioneered a wide range of in-store engagement technologies both in confectionery and in the channel. The launch of the Toblerone sleeve printer marks not only another big step in our digital journey, but also the celebration of an invaluable partnership with Gebr. Heinemann to inspire travellers and provide an unrivalled experience with lasting memories.”
“We are very excited about the launch of the Toblerone sleeve printer and the accompanying 360-degree activation in Istanbul Airport. This pop-up promotion represents a perfect example of creating a powerful experience that promotes innovation and distinctiveness in the travel retail environment. We expect a great deal of attention from travellers and we are particularly happy to launch this enticing promotion together with our longstanding partners Mondelez and Unifree,” says Rüdiger Stelkens, Director Purchasing Liquor, Tobacco, Confectionery and Fine Food at Gebr. Heinemann.
Singh concluded: “We are excited to unveil our new Toblerone personalisation area with Gebr. Heinemann and Unifree in Istanbul Airport, which is a truly incredible and fitting location for the introduction of such an innovative digital engagement tool.”
Copyright The Duty Free Hunter 2019