Mondelez World Travel Retail (WTR) is raising the premium bar with an exclusive promotion that offers travellers a chance to win a real diamond. The campaign supports the launch of Toblerone Pralines, the category leaders’ newest premium product.

Through this high-end consumer promotion, Mondelez WTR aims to drive awareness around the diamond-shaped chocolate, aligning with its category vision to progress a winning portfolio that supports increasing penetration and conversion within the channel.

The first activations were introduced on January 30th in London Heathrow Airport, Paris Charles de Gaulle Airport and Paris Orly Airport. Travellers passing through the United Kingdom can participate until March 27th, whilst the promotion runs until April 4th in France.

To stand a chance to win a diamond, passengers need to purchase a box of premium Toblerone Pralines and register their receipt at the official competition website. A diamond is allocated per airport, emphasizing the premium nature of the campaign. The winner will be announced at the end of each activation with the prize draw taking place in early April for Heathrow Airport and late April for Paris Charles de Gaulle Airport and Paris Orly Airport. This marks the first of many activations set to roll out in 2024, underlining a strategic approach that will invite consumers to discover the premium look, taste and feel of Toblerone Pralines

The ‘Win a Diamond’ campaign perfectly complements Toblerone Pralines with its imagery and messaging, as the chocolate itself is diamond shaped. Further emphasizing the praline’s high quality is its tagline: ‘Diamond Shaped, Never Square.’ This, coupled with the promotions, enhances Toblerone Pralines’ positioning within the confectionery category as a premium gift choice for travelers. In addition, the promotion introduces the idea that pralines are ‘the gift that keep on giving’, delivering sweet moments for family and friends to share long after their journey ends.

Toblerone Pralines emphasize Mondelez WTR’s commitment to advancing their premium segment; this is the latest taste of what the channel can expect from Toblerone’s New Equity, set to be unveiled later this year.

Dogus Kezer, Marketing Director at Mondelez World Travel Retail, said: “It’s not everyday people get to win a diamond, but with premium flavor comes a premium opportunity. We are excited to introduce the ‘Win a Diamond’ campaign. It speaks to our commitment to advance our premium segment and deliver high quality moments for travelers to enjoy and remember. Toblerone Pralines represent the future, and our mission to constantly meet the evolving needs of consumers.”