Mondelez World Travel Retail (WTR) has partnered with Gebr Heinemann for the global launch of a digital Toblerone sleeve printer at Istanbul Airport.
The launch is being supported by an activation at the Unifree Duty Free store, a joint venture between Heinemann and its Turkish partner Unifree. The promotion combines digital engagement and personalisation with Toblerone design statements, with travellers able to create their own 360g Toblerone bar by printing any name or message onto the product sleeve.
Mondelez WTR said the Toblerone sleeve printer underlines its commitment to digital innovation. The printer is located in a pop-up engagement zone which includes multiple digital elements to target ‘Next-Gen’ travellers.
A new digital 4D photo box – an enhanced version of the ‘phygital’ tool which Toblerone uses in travel retail activations for social media engagement – is also featured.
Mondelez International President Central Europe & EU Central Sales Juergen Leisse said: “Travel retail is like a door into the world and it’s truly inspiring to see this influential part of our business take consumer engagement to new heights, especially with an industry stalwart like Gebr Heinemann.
“This partnership further elevates two companies of exceptional reputation and significant global impact.”
Mondelez World Travel Retail Managing Director Jaya Singh commented: “Our ‘Delighting Travelers’ category vision fully endorses ‘digital’ and we have pioneered a wide range of in-store engagement technologies both in confectionery and in the channel.
“The launch of the Toblerone sleeve printer marks not only another big step in our digital journey, but also the celebration of an invaluable partnership with Gebr Heinemann to inspire travellers and provide an unrivalled experience with lasting memories.”
According to Gebr Heinemann Director Purchasing Liquor, Tobacco, Confectionery and Fine Food Rüdiger Stelkens, the pop-up promotion represents a “perfect example of creating a powerful experience that promotes innovation and distinctiveness in the travel retail environment”.
He said: “We expect a great deal of attention from travellers and we are particularly happy to launch this enticing promotion together with our longstanding partners Mondelez and Unifree.”
