SPAIN. Mondelez World Travel Retail (WTR) has staged a highly engaging brand experience event in Adolfo Suárez Madrid Barajas Airport Terminal 4 as part of its partnership with Spanish football’s top division La Liga and Avolta.
The activation featured former Spain striker and La Liga ambassador David Villa, offering travellers the chance to meet the country’s all-time leading goalscorer.
The dwell-time-encouraging event included autograph sessions, photo opportunities and an interactive raffle of Mondelez bestsellers. It also featured the chance to win signed Puma footballs, presented by Villa.
Avolta loyalty scheme Club Avolta also organised a contest that awarded one traveller an exclusive meet-and-greet with the former player.
The multi-layered activation follows the partnership announced in June between Mondelez WTR, La Liga and Avolta, which, as reported, launched with a marketing campaign across Spanish airports.
The campaign leverages football’s global appeal and the passion of the Spanish fanbase, with the collaboration designed to connect travellers with Mondelez’s leading brands.
Villa said: “I always gave my all on the pitch, but I also know how to relax, especially when I’m travelling. Oreo, Milka and Toblerone help me strike the perfect balance between effort and pleasure, providing me with a delicious treat wherever I go.
“Being at the airport today and meeting fans from around the world was a great reminder of how special these shared moments are. It was a joy to be part of something that brings people together through sport and enjoyment.”
Mondelez WTR Director Category, Customer & Shopper Marketing Anna Somogyi commented: “We were thrilled to bring this collaboration to life with a true football icon like David Villa. Hosting such a dynamic experience in the airport environment allowed us to connect with travellers in unexpected ways, combining the universal passion for football with the joy of our brands.
“These are the kind of experiences that create lasting impressions and deepened consumer engagement, and highlight how Mondelez WTR is reimagining the role of confectionery in travel retail.”
Avolta Global Head of Category for Confectionery, Souvenirs and Toys Philippe Moryl said, “Together with Mondelez WTR and La Liga, we turned the airport into a place of passion and connection.
“By bringing travellers closer to the brands they love and the sport that inspires millions the world over, we created unforgettable moments that went far beyond shopping.”
La Liga Executive Director Jorge de la Vega commented, “Football connects people everywhere, and this partnership allowed us to share that passion in an unexpected and exciting environment.
“Bringing David Villa to travellers at Madrid Airport created a moment that celebrated both sport and enjoyment, while highlighting the power of partnerships to deliver experiences fans will remember.” ✈
