Mondelez World Travel Retail (WTR) is expanding its retail footprint across the Americas through a series of permanent retail investments, Toblerone sense of place executions and shopper engagement initiatives.
The programme spans Argentina, Brazil, Mexico, the USA and Canada. The campaign is focused on strengthening the visibility of the Toblerone and Milka by enhancing the overall confectionery shopping experience at key airport locations.
Mondelez WTR is continuously enhancing its permanent retail spaces and locally relevant activations across the region.
Mondelez WTR has secured a premium walkthrough location with Avolta for its Travel Collection at Buenos Aires Ezeiza International Airport, Argentina. The company has also doubled Toblerone backwall space and converted its first generic retail space into a branded environment.
Further upgrades are underway across Argentinian airports.
In addition, Mondelez has completely refurbished its presence in departures with Avolta at Carrasco International Airport in Montevideo, Uruguay.
Mondelez WTR partnered with Avolta to launch a new confectionery planogram at São Paulo Guarulhos International Airport in Brazil with encouraging early results.
Alongside the permanent retail investments, the company has rolled out Toblerone sense of place activations across the region. The pop-ups use destination-inspired elements to tap into the gifting and souvenir opportunity.
Brazil-themed executions are now live with Avolta in São Paulo, while Rio de Janeiro has introduced souvenir-focused placements. In Mexico, destination-themed displays have been rolled out at Cancún International Airport and Benito Juárez International Airport in Mexico City, both in partnership with Avolta.
The programme is complemented by gifts with purchase (GWPs), branded sleeves and tasting activity in Brazil and Argentina. New display furniture across airports in Argentina and Mexico have been installed to increase Toblerone’s in-store visibility.
Branded Toblerone sleeves are also available in the USA, with further sense of place activity planned for Canada and Argentina.
Mondelez World Travel Retail, Senior Manager Customer Marketing Beatriz de Otto commented: “As travel retail continues to evolve, the in-store experience is playing an increasingly important role in how travellers discover and choose brands.
“That’s why we’re investing in the retail environment itself, working alongside our partners to strengthen visibility, create more relevant experiences and make it easier for travellers to engage with the category. It’s an approach that not only supports our brands but helps grow confectionery across the Americas.” ✈
