EUROPE. Mondelez World Travel Retail has introduced the ‘Win a Diamond’ campaign to highlight the launch of Toblerone Pralines across key airports in Europe. The campaign offers travellers the opportunity to win a real diamond.
The promotion is supported by a series of high-impact activations which started on 30 January at London Heathrow in partnership with Avolta, as well as at Paris Charles de Gaulle and Paris Orly airports with Extime Duty Free (a joint venture between Groupe ADP and Lagardere Travel Retail). The campaign is running until 27 March in the UK, and until 4 April in France.
As reported, the product was first revealed at a special event at TFWA World Exhibition in Cannes in September last year.
The campaign aligns with the confectionery leader’s vision to increase penetration and conversion, and drive shoppers to purchase more frequently and with a higher typical spend.
To be eligible to join the draw, passengers are required to purchase a box of premium Toblerone Pralines and register their receipt on the official competition website.
There will be one winner of a diamond at each airport, underlining the premium positioning of the campaign.
The winner will be announced at the end of each activation with the prize draw to be held in early April for Heathrow Airport and late April for Paris Charles de Gaulle and Paris Orly airports.
This is the first in a series of retail activations set to roll out in 2024, showcasing the brand’s strategic approach to encourage travellers to experience the new Toblerone Pralines.
The ‘Win a Diamond’ campaign reflects the visuals of the chocolate, featuring a geometrical outer shell resembling a diamond. Available in travel retail-exclusive packs of 380g, the chocolate has a praline filling accompanied by bits of nougat.
Centred around the tagline ‘Diamond Shaped, Never Square’, the campaign further emphasises the premium quality of the praline.
In addition, the campaign is promoting the gifting appeal of the chocolates, which the brand dubs ‘the gift that keeps on giving’.
The release of this product underscores Mondelez WTR’s commitment to advancing its premium segment. It is the latest travel retail offering from Toblerone’s New Equity, set to be unveiled later this year.
Mondelez World Travel Retail Marketing Director Dogus Kezer said: “It’s not everyday people get to win a diamond, but with premium flavour 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 travellers to enjoy and remember. Toblerone Pralines represent the future, and our mission to constantly meet the evolving needs of consumers.” ✈