SPAIN. Mondelez World Travel Retail (WTR), in partnership with Avolta, has launched a new ‘Beach Club’ shop-in-shop concept at Palma de Mallorca Airport.
The multi-brand retail environment brings together several of Mondelez WTR’s key confectionery brands: Toblerone, Milka, Oreo, Cadbury, Daim and Suchard. The brands are showcased in a summer-themed space designed to encourage product discovery, engagement and gifting.
Palma de Mallorca Airport represents a high-value travel retail opportunity, handling close to 34 million passengers in 2025 (Majorca Daily Bulletin), making it an ideal location for the activation, the company said.
According to Mondelez WTR, the concept was developed to capture the “spirit of summer getaway” and respond to the more relaxed mindset of leisure travellers, who are often more open to impulse purchases and brand exploration while on holiday. (m1nd-set global travel retail shopper research, 2025.).
The Beach Club concept follows a “one concept, one destination, multiple brand stories” approach, uniting the portfolio within a cohesive beach club setting. Mediterranean-inspired design elements and wooden gondolas are paired with distinct brand executions aimed at creating a playful and immersive retail environment.
Throughout the shop-in-shop clear product navigation and impactful displays make it easy for travellers to browse the range.
At the entrance, a flexible multi-functional table supports gifting opportunities, tastings and brand activations, while digital screens showcase storytelling content showcasing limited editions, innovation and new product launches.
The activation also incorporates dedicated brand zones tailored to each product identity. Toblerone’s area features integrated beach parasols and a personalisation printer, allowing travellers to customise Toblerone bars as travel keepsakes or gifts.
The Oreo area features a playful boat design to encourage interaction and exploration. Milka’s zone includes its signature purple cow surrounded by beach-themed props such as floats, buckets and spades to reinforce a family-friendly atmosphere.
Mondelez WTR said the Beach Club concept reflects its continued focus on experiential retail and destination-led storytelling as a means of driving shopper engagement and strengthening emotional connections with consumers.
Mondelez WTR Senior Manager Customer Marketing Beatriz de Otto commented: “Palma de Mallorca is a destination where travellers typically are in a relaxed mindset, making it an ideal environment for experiential retail. With the Beach Club shop-in-shop, we wanted to reflect the spirit of the island while creating a space that naturally draws shoppers into the confectionery category.
“By bringing together some of Mondelez’s most loved brands in a playful, destination-inspired setting, we’re able to encourage exploration, create memorable brand moments and make it easier for travellers to discover products they might not have planned to purchase.” ✈
