Mondelez World Travel Retail (WTR) has unveiled an upgraded edition of its ‘Win a Diamond‘ campaign in collaboration with Lagardère Travel Retail.
Scheduled to run until April 17, coinciding with the Easter holiday period, the campaign spotlights Toblerone Pralines at designated airports worldwide. Travelers purchasing the latest offering from Mondelez have the opportunity to utilize their receipt to vie for an authentic diamond.
Passengers transiting through Paris Charles de Gaulle Airport Terminal 2 are invited to sample the product, engage in a photo opportunity, and participate in the ‘Win a Diamond’ contest. Positioned prominently outside the duty-free shop, this activation aims to bolster visibility for the confectionery category, ultimately driving foot traffic, conversions, and brand recognition.
This initiative aligns with Mondelez WTR’s strategic objective to augment shopper volume, per-passenger expenditure, and shopping frequency, with an overarching aim of expanding basket sizes. The pop-up at Paris Charles de Gaulle is complemented by a digital fixture designed to disrupt passengers’ journeys, enticing them to explore the interactive display and featured product.
Commenting on the campaign, Mondelez WTR stated, “This latest ‘Win a Diamond’ campaign underscores the significance of partnerships in travel retail.” Leveraging a premium concept and product, the confectionery specialist has managed to secure a presence typically reserved for luxury brands.
Beatriz De Otto, Head of Customer Marketing at Mondelez World Travel Retail, expressed appreciation for the collaboration with Lagardère Travel Retail, stating, “Once again, Lagardère Travel Retail has demonstrated the value of partnership within travel retail. We are excited to join forces with the team for the ‘Win a Diamond’ campaign, not only to showcase our latest product innovation but also to offer an exhilarating experience for passengers.”
Stéphanie Zakarian, Global Head of Confectionery at Lagardère Travel Retail, emphasized the company’s commitment to enhancing the airport environment. She remarked, “At Lagardère Travel Retail, we continuously seek ways to elevate the airport experience. Our recent partnership with Mondelez WTR serves as a remarkable example of how innovative thinking can significantly enhance travelers’ journeys. By spotlighting confectionery outside its traditional realm, we aim to engage and captivate shoppers in new ways, thereby fostering the growth of the duty-free channel.”
