‘Where Is My Toblerone?’ – New Mondelez WTR campaign champions ‘an enduring icon of gifting’

Mondelez World Travel Retail (WTR) has unveiled a ‘Where is My Toblerone?’ campaign, designed to deepen consumer engagement in travel retail.

Toblerone said while maintaining its status as a top duty-free purchase and travel gift, it is now innovating to align with evolving consumer demands and reconnect with global audiences.

The campaign taps into an imagined scenario as a traveller returning home without a gift sparks the playful question, ‘Where is My Toblerone?’ This underscores the brand’s role as a symbol of reunion and an integral part of the travel experience, Mondelez WTR said.

Marking Toblerone’s first globally distinct communications push in travel retail, the campaign debuts the bold ‘Never Square’ identity, refreshing the brand’s image while reinforcing its gifting appeal.

This updated visual identity and emotional narrative aims to strengthen the brand’s position as a go-to travel brand for all consumers.

The campaign is rolling out in over 50 airports globally, featuring immersive in-store experiences. During its initial phase, it will highlight interactive elements such as games and photo opportunities for travellers.

The campaign’s impact will continue throughout the year with strategically positioned touchpoints, prompting travellers to grab a Toblerone before their flights, in line with the promotional sub-tagline, ‘Remember to bring one back.’

With four engaging creatives, the promotion is designed to connect with travellers of all ages, genders and nationalities.

Mondelez World Travel Retail Director Category, Customer & Shopper Marketing Anna Somogyi said: “The ‘Where Is My Toblerone?’ campaign doesn’t just bring a new layer of excitement to the shopping journey – it rekindles a long-held tradition.

“It turns the act of bringing home a Toblerone into a cherished moment, a symbol of thoughtfulness, joy, and connection. This campaign reaffirms Toblerone’s place not just as a treat, but as the original travel ritual and an enduring icon of gifting.

“We are reinforcing the routine that you cannot pass through an airport without buying a Toblerone. There is no other confectionery brand that is more strongly associated with travel than Toblerone. Our rekindling of this long-held ritual aims to address the low penetration of our industry and drive store sales growth, for the benefit of the whole category.”