Toblerone’s Never Square spirit has arrived in Paris through a connected activation across Paris-Charles de Gaulle and Paris-Orly airport. A new Toblerone shop-in-shop, an expanded Sense of Place collection, and the Toblerone Crystal Bar crafted by Swarovski come together to give travellers a new way to discover the most iconic chocolate in travel retail.
A NEW TOBLERONE SHOP-IN-SHOP EXPERIENCE
The experience begins with a new Toblerone shop-in-shop in Paris-Orly Ariport, built to capture attention and bring a more personal dimension to gifting. A striking Toblerone backwall gives the brand a bold presence in store, while a personalisation printer allows travellers to create custom sleeves by adding a photo and special message, a bespoke touch that appeals specifically to younger Millennial and Gen Z audiences. A dedicated unit also showcases Toblerone Crispy Caramel – a travel retail exclusive and the brand’s latest flavour innovation, which is a key driver of category growth.
BRINGING A DISTINCTIVE ‘SENSE OF PARIS’ TO GIFTING
The journey continues through an expanded Toblerone Sense of Place offer, with new Paris-inspired designs across special-edition sleeves, gift bags and postcards showcasing iconic Parisian landmarks, available in Extime Paris Duty Free only. Created to capture the character of the city, the collection brings a local expression to Toblerone while offering travellers a memorable keepsake from their journey.
The expansion responds to the continued influence of both the in-store experience and destination relevance on purchase. According to 2026 shopper research in France, 76% of travel retail buyers cite the in-store experience and navigation, including attractive displays, packaging and special in-store activities, as a primary reason to purchase. A further 42% are motivated by a product’s suitability as a trip souvenir. These findings reinforce the unique role of airports as places where travellers can discover products and experiences they cannot find anywhere else. In this collection, Paris becomes part of the gift itself.
‘THE ULTIMATE GIFT’ SHINES IN PARIS
The celebration also extends Toblerone’s The Ultimate Gift campaign into new retail spaces across both airports, marking the tenth location in the world for the Toblerone Crystal Bar crafted by Swarovski.
The Toblerone Crystal Bar crafted by Swarovski is a rare and remarkable reinterpretation of the brand’s original Toblerone chocolate bar. Developed using Swarovski’s rich savoir-faire, crystal expertise, and high-precision manufacturing, it transforms Toblerone’s signature triangular silhouette into a dazzling statement piece designed to stop travellers in their tracks. Its presence in Paris is a natural fit and brings a fresh sense of theatre and discovery to the airport environment, creating a memorable expression of Toblerone’s Never Square spirit.
