A Premium Launch at the Heart of an International Hub
For the launch of its new “Win a Diamond” campaign, Toblerone chose to make a bold statement by activating at Paris Charles de Gaulle Airport, voted Europe’s best airport and a true global showcase.
The objective: capture the attention of international travellers, boost visibility, and turn the act of purchase into a memorable experience.
To achieve this, the brand partnered with GLOBE TRAVEL RETAIL, our subsidiary specialising in airport activations, and GLOBE FACTORY, our event production expert.
An Immersive Experience
We designed and delivered a spectacular activation in the heart of Terminal 2, created to spark curiosity and drive engagement among travellers.
The experience was built around three key pillars:
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Product discovery: showcasing Toblerone’s signature range in an attractive, premium space.
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Playful interaction: an immersive photo spot giving passengers a unique moment to capture and share.
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Emotional engagement: participation in the “Win a Diamond” contest, offering the chance to win a real diamond — a powerful symbol of exclusivity and desirability.
Driving Footfall, Engagement and Conversion
The activation transformed a simple airport visit into a memorable brand experience, blending pleasure, surprise, and exclusivity.
Key results included:
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A significant increase in footfall to the Toblerone space.
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Higher shopper conversion, driven by the engaging contest mechanic.
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Strengthened brand awareness and premium positioning with an international audience.
Through this innovative activation, Toblerone succeeded in creating a memorable moment for travellers, reinforcing its status as a must-have brand in travel retail.
