SPAIN. Mondelez World Travel Retail (WTR) has teamed up with Avolta to introduce a social-first activation at Barcelona El Prat Airport showcasing the limited-edition Toblerone Crunchy Popcorn bar.
The activation offers product sampling, premium gifting services and a real-time stock countdown to drive urgency and exclusivity in a boutique-style retail concept.
Mondelez WTR partnered with three Spanish influencers to showcase the Toblerone Crunchy Experience at Barcelona El Prat airport.
The influencers engaged with the pop-up and shared their experiences and behind-the-scenes content on Instagram reels and stories, targeting Gen Z and other digitally native consumers.
It marks the first time Toblerone Crunchy Popcorn was promoted with a social media amplification strategy, following earlier roll-outs in Athens and Zurich Airports.
According Mondelez WTR, 51% of travellers’ pre-shopping touchpoints now take place online, particularly via social media and digital advertising (source: m1ndset). The Barcelona activation was designed to convert that online discovery into in-store engagement by linking inspiration with purchase at the point-of-sale, the company said.
Toblerone Crunchy Popcorn combines nougat with salted caramel, caramelised popcorn and toasted corn. Just 2,000 handcrafted, individually numbered bars have been produced for the Barcelona launch, with 30 units released daily. Each bar is presented in metallic packaging.
Mondelez WTR said the activation highlights how exclusive product launches and creator-led storytelling can significantly amplify visibility beyond the airport. The company added that the Barcelona campaign supports Toblerone’s strategy to focus on exclusivity, innovation and emotional engagement in travel retail.
Avolta Global Head of Confectionery & Food Category Philippe Moryl commented, “Barcelona was the right setting for a launch like this; combining a high-traffic international airport, a strong sense of occasion in-store and a creative approach that extended the experience beyond the point-of-sale.
“By pairing product exclusivity with social-first storytelling, this activation shows how travel retail can create moments that resonate both inside and outside the airport, giving travellers a reason to stop, discover and explore.
“We are pleased to continue building on our partnership with Mondelez World Travel Retail to create stand-out experiences at the airport and beyond.”
Mondelez WTR Vice President and Managing Director Joost Rosmuller said, “This activation, a result of our close collaboration with Avolta at Barcelona El Prat Airport, marks a strategic shift: by embedding influencer content, we’re seamlessly bridging physical retail with the dynamic online dialogues that increasingly engage travellers across all touchpoints of their journey.
“This approach, central to our Destination: Value industry vision, offers a powerful way to connect with a generation that trusts creator voices, and we are incredibly excited about the potential this holds for engaging new audiences in travel retail and growing the confectionery category altogether.” ✈
