The campaign was announced by Christine Akselsen, CEO, Kezzler at the AIPIA (Active, Intelligent, Packaging Industry Association) at its World Congress in Amsterdam (November 19-20).
Akselsen said the Toblerone campaign went live a week ago and was available over two days in 77 Sainsbury's stores across the UK using custom-made sleeves on the 360g Toblerone (To my Mom, To my BFF, To Grandma) with an additional QR code.
The way the code works is a consumer can scan, record a video message and a personal text, and gift it to their special someone. Then the person who receives the message can scan the code and view the video, with the ability to share it on social media.
“Our codes give each product a unique, secure and traceable identity with high flexibility and low operational burden,” said Akselsen.
Demonstrating the product for ConfectioneryNews at AIPIA, Per Christian, head of products, Kezzler, said: “We did a fun campaign with Toblerone trying to lift the experience of the product so that it is something else, other than just a chocolate bar.
“On the Toblerone itself is a QR code with a unique identity. Consumers can scan the QR code, record a video and send it to someone. It’s more than just a chocolate, it’s a product experience.
“This is the second time we have run a campaign with Mondelez. We did a Valentine’s promotion with Cadbury’s Milk, which led to a sales increase of 7%.”
The Cadbury boxes used the MaXQ digital packaging system developed by Amcor and Kezzler.