Nine Airports, Nine Crystal Bars: What Mondelez Really Learned From ‘The Ultimate Gift’ Collaboration With Swarovski. Anna Somogyi and Samuel Gyselen Inteviewed.
1 minute read
Introduction by: Peter Marshall
Toblerone: The Ultimate Gift was built to turn a familiar travel retail icon into something more than just a purchase. The global campaign brought Swarovski-crafted Toblerone Crystal Bars to leading airports, pairing a high-impact physical experience with an online charity auction platform and a travel retail-exclusive Ultimate Gift Box.
It was ambitious in both scale and intent: to create a memorable airport moment, drive engagement in the confectionery category and give each host airport a local charitable connection. Effectively taking Trinity to the next level.
Across the campaign, nine Crystal Bars were displayed at airports including Athens, Delhi, Doha, Dubai, Frankfurt, Madrid, New York JFK, Singapore and Zurich. The auctions succeeded in raising a combined $55,251 for local charities.
This interview with Anna Somogyi, Marketing Director, and Samuel Gyselen, Marketing Manager, Mondelez World Travel Retail, deep dives into the thinking behind this unique campaign, the hard realities of delivering it globally and what the team actually learned from taking such an unconventional activation into the airport environment.
