Toblerone has created a very special edition of its tablets. Together with the jewelry brand Swarovski, it has created nine crystal bars with its emblematic triangular shape and has organized a global auction in nine major international airports, the profits of which will go to non-profit organizations. The campaign, called “The ultimate gift” seeks to boost the premium positioning of the Mondelēz International brand.
Toblerone aims to consolidate its leadership in the premium chocolate category, one of the fastest growing confectionery segments globally; and to this end it has promoted an association with one of the most prominent luxury brands on the market. It has created an exclusive series of replicas of its triangular-shaped tablets, designed and handcrafted by Swarovski, considered the finest crystal in the world,
As explained by the company in a statement, each crystal bar has 546 individually carved faces, weighs 851 grams and measures 305 mm long. They have been made in Austria, Swarovski’s country of origin, with high precision cutting technology, and are individually numbered and certified, making them unique collector’s pieces.
Given its status as a luxury item, Toblerone has chosen to auction these special tablets and, to do so, has linked itself to airports, a highlight in its commercial strategy. Thus, from July 1 to 31, travelers transiting through nine international airports (Athens, Delhi, Doha, Dubai, Frankfurt, Madrid, New York JFK, Singapore and Zurich) will have the opportunity to bid in person on the Toblerone crystal bar made by Swarovski.
However, interested parties may also place their bids online on the website enabled by the brand for the initiative. The auction is open worldwide, so Toblerone guarantees participation to all users, not limited to those who make a trip, and increases the scope of the project, thereby increasing the possibilities of achieving high amounts for the tablets.
Auctions start at a minimum amount of $5,000.
Each piece and each auction is linked to a local charity linked to the airport, who will receive 100% of the winning bids. In the case of Madrid, the selected association is Fundación Cadete, dedicated to the real inclusion of boys, girls and young people with any type and degree of disability throughout Spain. The foundation has among its partners Avolta, which manages the Duty Free stores in Adolfo Suárez Madrid Barajas.
Beyond the glass tablets, Toblerone has created a series of actions to communicate the initiative and encourage consumer participation. Among them, it has executed experiential installations in each of the airports participating in the campaign and in which it exhibits the crystal bars created by Swarovski. It has also created a limited edition gift box adorned with Swarovski crystals, available exclusively at the company’s World Travel Retail outlets in airports around the world from July to September.
On the other hand, Toblerone has collaborated with nine content creators from the markets participating in “The ultimate gift” to publicize the initiative and turn it into entertaining content. In the case of Spain, the chosen profile has been Julen Alonso, who visited the Swarovski Crystal Worlds exhibition in Innsbruck, Austria, to pick up one of the nine Toblerone crystal bars and transport it safely to Barajas to start the auction.
The campaign seeks to reinforce Toblerone’s premium positioning, as part of its strategy to lead the category. Linking up with a brand like Swarovski elevates Toblerone to the realm of luxury collectibles and its chocolate bars to that of experiential gifts. The action, as explained by Mondelēz International, has been proposed as a natural extension of the brand, which has long been associated with travel, quality and the art of gifting.
In addition, it seeks to reflect the brand’s commitment to innovation and social purpose. “Toblerone has always been more than a chocolate bar: it is an icon, a symbol of travel and one of the most recognized gifts in the world.“commented Iain Livingston, President of Toblerone and World Travel Retail at Mondelēz International. “The Toblerone crystal bar, crafted by Swarovski, is a natural expression of our commitment to excellence and reflects our dedication to craftsmanship and quality, embodied through Swarovski’s expertise in crystal, creating something truly extraordinary while raising funds for charitable causes around the world.”.
More info.: Toblerone – The ultimate gift
