Mondelez World Travel Retail has unveiled a new “multi-dimensional” gifting experience for its Toblerone brand within Dufry’s duty-free store at Zurich Airport.
The company, which is also behind some of the most popular lines in travel-retail confectionery including Milka, Cadbury, Daim, Côte d’Or, Oreo, Trident, and Bassett’s, said that its new Toblerone Gifting Station pays tribute to the iconic chocolate’s Swiss heritage and demonstrates the company’s “dedication to the digital agenda”.
The activation includes backwalls with incorporated screens, magnifying product displays as well as a gifting and ‘Create Your Own Toblerone’ station and makes the most of Dufry’s New Generation store first reported on by DFNI.
Every Toblerone purchase entitles shoppers to an exclusive element of gift customisation; printing a complimentary personalised message on a ribbon for their Toblerone gift bags, in a process that takes less than one minute.
Shoppers can also choose a sleeve for their Toblerones with either ‘Zürich City’ (featuring the skyline of Switzerland’s largest metropolis) or ‘Grüezi’ (‘Hello’ in Swiss German).
A trinity endeavour
Mondelez WTR Head of Category Planning Ivo Knuesel said: “The innovative space in Dufry’s new store in Zurich is the perfect setting to build on Toblerone’s impressive track record of in-store engagement.”
Dufry Group Global Category Management Head – Confectionery, Food, Souvenirs & Toys Philippe Moryl added: “We really appreciate Mondelez WTR’s creativity and cooperation with this activity. They were the first to understand how important it is to deliver a concept that makes maximum use of all touch points opportunities we are proposing within our new generation store concept.”
Commenting on the Toblerone gifting station, Zurich Airport Senior Manager Airside Retail Anja Baer said: “Over two million passengers, who pass through Zurich airport every month, will be exposed to this animation of the Swiss chocolate icon, helping make the airport retail offer stand out.”