Mondelez drives traveller engagement with Toblerone Pralines’ ‘Win a Diamond’ campaign

The launch of Mondelez World Travel Retail’s ‘Win a Diamond’ campaign for Toblerone Pralines is noteworthy for its strategic introduction across key European airports. The promotion began on 30 January with the unveiling of a high-impact activation at Heathrow in collaboration with Avolta, followed by pop-ups at Paris Charles de Gaulle and Orly airports with Extime Duty Free.

The channel-exclusive campaign leveraged the allure of winning a genuine diamond to drive engagement and sales.

First revealed at the TFWA World Exhibition in Cannes last year, Toblerone Pralines were showcased in an eye-catching installation at Paris Charles de Gaulle Airport. The campaign aimed to boost penetration and conversion rates, encouraging shoppers to purchase more frequently and with a higher average spend. To participate in the draw, passengers had to buy a box of premium Toblerone Pralines and register their receipt on the competition website. Each airport had one diamond winner, emphasising the campaign’s premium positioning.

The campaign, centred around the tagline ‘Diamond Shaped, Never Square’, took inspiration from the product’s distinctive geometric shell, praline filling and nougat bits. Available in travel retail-exclusive 380g packs, the chocolates are dubbed as ‘the gift that keeps on giving’. This initiative marks the first of several retail activations Mondelez WTR has planned for 2024, reflecting its strategy to engage travellers with Toblerone Pralines.