Climbing every mountain
June 18, 2011
Following the launch of the first mobile retail concept for Toblerone at Zürich Airport in January of this year, Kraft Foods World Travel Retail (KFWTR) has unveiled its latest innovation in ‘next generation’ merchandising units: the life-size interactive Toblerone cable car.
KFWTR says the unit sets a new standard in travel retail confectionery merchandising, with its latest activation at Singapore Changi Airport Terminal 1 inside the LS Travel Retail ASPAC ‘So Chocolate’ store.
The company said: “Inspired by the iconic cable cars of the Swiss Alps, the captivating Toblerone Cable Car concept delivers a unique and innovative piece of retail theatre, tailored to appeal to the region’s travellers.
ACTIVATION BROUGHT TO LIFE
“The Swiss heritage of Toblerone is brought vividly to life with an exciting array of 3D elements, including retro-style skis, real-size cow bells and miniature Swiss cows, while a digital soundboard encourages shoppers to interact with the unit by selecting iconic Swiss sounds and music, such as yodelling and the Alpine Horn.
“From a merchandising perspective, a wide range of Toblerone products can be displayed on the shelves lining the inside and outside of the cable car, with built-in storage allowing for easy re-stocking. In this new confectionery store, a large wall bay of Toblerone products situated directly behind the unit is also within easy reach of shoppers.”
“Once again, KFWTR has pushed the boundaries of travel retail confectionery retailing, creating a high level of consumer engagement with the Toblerone brand and its Swiss heritage,” said Natalia Sanz, KFWTR Manager Marketing.
‘ENJOYABLE EXPERIENCE…’
“As a leading supplier we firmly believe that innovative concepts such as the Toblerone Cable Car have a key role to play in driving further growth in the confectionery category as a whole, attracting new and increased numbers of shoppers to the category.
“It has been an enjoyable experience to work with our retail partner to bring this exciting new Toblerone concept to life and to provide a ‘delicious’ shopping experience for the region’s travellers.”
Aelia Head Buyer for Confectionery and Fine Food Sandrine Verrecchia-Godin also sounded impressed: “One of the key aims of the So Chocolate store is to truly engage the consumer with the confectionery category and the Toblerone Cable Car achieves this on many levels.
“This highly visible – and interactive – retail concept is delivering an exciting and memorable shopping experience for visitors of the new store and working with KFWTR to achieve this has been an inspirational experience.”
Source: http://www.trend-news.com/default.asp?newsid=10073
