Travelers have been enjoying a new way of experien-cing Toblerone chocolate, with a multitude of promotions taking place around the globe to intro-duce the new Toblerone Tobelle offering to consu-mers. Unveiled at last year’s TFWA World Exhibition in Cannes, Toblerone Tobelle is the latest addition to the Toblerone chocolate range. Offering thin and refi -ned triangles of Toblerone Swiss milk chocolate with honey and almond nougat, Toblerone Tobelle delivers a new, indulgent and more refi ned Toblerone chocolate eating experience. Toblerone Tobelle is presented in a travel retail exclusive cardboard gift box with ribbon featuring an innovative opening mechanism.

Trade feedback was incredibly positive at the TFWA World Exhibition in Cannes last autumn and as a result, an earlier launch date was achieved. To support this, more than thirty Tobelle promotions took place before the end of 2009, offering customers and consumers a perfect gifting product for the 2009 Christmas season.

To further support this important launch, Kraft Foods World Travel Retail (KFWTR) has undertaken extensi-ve promotional and tasting activities. Over 100,000 single wrapped Toblerone Tobelle pieces have already been distributed and the consumer response has been fantastic. Comments from travelers include: “Because of the thinness, it melts easily and feels so smooth on the tongue!” and “I love the original taste together with this new design. It is a perfect combi-nation!”

TOBLERONE TOBELLE PIECES SEDUCE TRAVELERS AROUND THE WORLD

Toblerone Tobelle Promotion in Singapore

Toblerone Tobelle Promotion in Kuala Lumpur

eNews May 2010

Great partnership equals great promotions

The secret of running successful promotions is the cooperation with retail partners and airport authorities that KFWTR enjoys. The most recent example of this is the “Choco-late Fest” which took place from 19th February to 5th April 2010 at Zurich Airport, Switzerland. The promotion highlighted Toblerone Tobelle, but also focused on the dif-ferent ingredients used in the beloved original Toblerone chocolate recipe. Educational and entertaining aspects of the promotion included facts about cocoa, milk, honey and almond nougat as well as the history of Toblerone.

Placed in a prominent space on the central stage in the Transfer and Shopping Area A, back walls showcased the Toblerone ingredients and the history of the brand, and con-sumers were invited to taste the new Toblerone Tobelle product. The wheel of fortune, which offered attractive instant prizes, was particularly popular with visitors!

The results were excellent, with approximately one million airport passengers reached in six weeks, and four times as many boxes of Toblerone Tobelle sold in the promotion location compared with sales in the permanent Duty Free shop in the same location. After the event, Lorenz Asch, Category Buyer from The Nu-ance Group commented: “For the Chocolate-Fest which took place at Zurich Airport during March and April, Kraft has managed to design a fantastic outpost promotion! Apart from the success of selling a lot of Toblerone products, Kraft has educated and entertai-

ned travelers around the art of making Toblerone chocolate. Nuance was very pleased with the concept and the sales which have resulted from this event. We are looking forward to running more such events in the near future!”

However, this is not the end of the Tobelle whirlwind promotional tour! Copenhagen and Paris are just two of the many locations that are soon to be seduced by this new refi ned offering from Toblerone.

Toblerone at the „Chocolate Fest“ at Zurich airport

Toblerone experience in Zurich