Mondelez is using digital to connect with customers on an emotional level… or at least trying to.
Brace yourselves, chocolate lovers, because Mondelez World Travel Retail (WTR) has unveiled a completely revolutionary concept in confectionery: personalisation! Yes, apparently chocolate wasn’t personal enough before. Enter Toblerone, the triangular chocolate miracle that now wants to be as unique as your snowflake of a personality.
In a stroke of genius, Mondelez has digitally enhanced the experience by providing personalised sleeves for the classic 360g Toblerone bar and introducing new message stickers for the Toblerone Tiny 272g bags. So, you can now announce your love for chocolate to the world with a sticker saying, “You’re the peanut butter to my jelly” as you munch away on that glorious chocolate.
This delightful new personalisation scheme debuted at Hong Kong International Airport in December 2019, where desperate travelers were let loose on a sticker printer to create bespoke messages. Apparently, this digital marvel sparked such joy in shoppers that Toblerone sales took off like a rocket. We’re talking about a high-single-digit uplift in Hong Kong and nearly 20 confirmed sticker printer locations spreading joy (or confusion) across the globe, from Europe to Latin America. Who knew chocolate could cause such a commotion?
The real showstopper, however, was Toblerone’s first foray into personalisation with its ‘Messages’ campaign back in 2017. This masterpiece allowed travelers to express their deepest sentimental thoughts through chocolate — because nothing says “I care” quite like a bar of chocolate with your name on it. As if your choices in a shop weren’t already overwhelming enough! But wait, there’s more!
In an attempt to keep the excitement brewing, Mondelez has spiced things up with additional initiatives, like a ribbon printer and — get this — QR code stickers that let you share heartfelt videos alongside your tiny chocolate morsels. Therefore, you can send a digital love note along with your candid shots of stuffing your face with chocolate. Romantic, isn’t it?
Yes, folks, you can now print messages on a sticker while at the airport. What an age we live in!
Richard Houseago, the genius behind the customer development at Mondelez WTR, declared with utmost sincerity, “Personalisation is about individualism, differentiation, and emotion.” Who knew it was that deep? As if it wasn’t just chocolate. Now, not only can you enjoy your Toblerone, but also feel like you poured your heart and soul into it. We’re practically setting the stage for a chocolate-driven therapy session here.
To wrap it up, the success of Toblerone’s personalisation endeavors is making waves in the confectionery pool, promising more shoppers, more spending, and more often. Because nothing screams daily indulgence like a quirky sticker on a chocolate bar — or perhaps it’s just giving you an excuse to buy more chocolate. Genius? Or is it just plain madness? You decide.
