Mondelez World Travel Retail (WTR) is spotlighting its premium Toblerone Pralines in partnership with Avolta, celebrating the first significant presence of the product within the channel. In addition to a full airport takeover in Zurich, the campaign’s key visuals will be shared across digital screens in high traffic areas throughout Zurich, Heathrow, and Barcelona. These activities showcase the significant support that Mondelez WTR has received from valued partners in the form of digital visibility outside of the duty-free environment.

The campaign’s strategic Swiss location adds a Sense of Place element; Switzerland is the home of Toblerone, making Zurich the optimal city to introduce more passengers to this latest offering. This activity highlights Mondelez WTR’s commitment by engaging consumers through its new premium segment, aligning with the confectionery leader’s vision to increase penetration and conversion, to drive more shoppers to purchase more frequently, and with a higher typical spend.

The campaign began in November and is set to run until the beginning of January. Located in Zurich Airport’s Departures Terminal, it is perfectly situated to capitalize on the influx of passengers travelling over the festive period. The activation’s strategic placement marks the first time Avolta has provided Mondelez WTR with this prominent space, ensuring high visibility, while enticing travelers to engage with the product through trial.

Toblerone Pralines marks Mondelez WTR’s growing dedication to expanding and enhancing its premium portfolio through impactful partnerships. Further strengthening this campaign, a powerful trinity collaboration between the confectionery leader, Avolta and Zurich Airport amplified the pralines across various digital platforms, including Avolta’s 360° shopping experience that encompasses digital communication to customers, as well as additional screens across Zurich Airport, delivering a full airport takeover. The digital takeover will also be supported by coverage in both Heathrow and Barcelona, where, for the first time, screens outside the duty-free area will boost product visibility, showcasing key visuals in high traffic areas throughout December. Through this, Mondelez WTR expands its touchpoints with consumers and delivers a seamless, more impactful experience for travelers to enjoy.

In October, Mondelez WTR unveiled Toblerone Pralines to the channel at a bespoke cocktail event at TFWA Cannes. The product’s geometrical outer shell resembles a diamond and has a tagline to emphasize the praline’s high quality: ‘Diamond Shaped, Never Square.’ The chocolate has a praline filling with bits of nougat to add a delicious surprise when bitten into. Passengers can purchase travel retail-exclusive packs of 380g for themselves or as a gift for friends and family back home.