SWITZERLAND. Mondelez World Travel Retail (WTR) has joined forces with Avolta to launch the limited-edition Toblerone Crunchy Popcorn at Zurich Airport.
Toblerone Crunchy Popcorn is available at Zurich Airport in a strictly limited quantity of 2,000 units. The bar is being showcased via an experience-led ‘Home of Toblerone’ retail concept designed to elevate the traveller journey and reinforce the brand’s premium positioning.
The pop-up was officially opened with a ribbon-cutting ceremony at Zurich Airport last week (30 January), attended by senior representatives from Mondelez World Travel Retail, Avolta and Zurich Airport.
The Home of Toblerone activation unfolds across a series of connected zones, with digital screens drawing attention to the limited-edition product.
A large interactive photo installation invites travellers to step inside an oversized popcorn machine. It features Crunchy Popcorn detailing alongside ‘Limited Edition’ and ‘Zurich Duty Free’ callouts.
In the boutique area, bold ‘Very Limited Edition’ signage reinforces the product’s exclusivity, while a discovery table features visuals that highlight the line’s handcrafted cues and quality positioning.
The journey culminates in the Local Event Area, where a looped video showcases Toblerone Crunchy Popcorn in detail.
A countdown panel tracks the number of bars remaining throughout the day, underlining scarcity and driving urgency among shoppers. Elsewhere, a product glorifier displays the Toblerone Crunchy Popcorn bar within a glass case alongside a description card.
A dedicated luxury gifting desk completes the experience. It offers popcorn-scented spray, premium gift wrapping and certificates of authenticity featuring the traveller’s name and edition number.
Toblerone Ambassadors are on hand to guide passengers through the experience, while warm popcorn sampling is available via a popcorn machine.
Mondelez WTR said the activation was developed around how passengers move through the airport environment. It guides them from initial engagement through discovery and ultimately to purchase.
The campaign falls in line with company’s Destination: Value vision. The initiative aims to drive category growth by increasing shopper consideration, conversion and value across the full retail journey. Mondelez WTR said the strategy is rooted in behavioural research gathered from more than 7,000 travellers across airports worldwide.
Avolta Global Head of Confectionery & Food Category Philippe Moryl commented: “This activation demonstrates the value of designing experiences jointly with our brand partners from the very start. By shaping the journey around how travellers naturally move through the airport, we create engagement that feels intuitive rather than forced.
“For Avolta, the focus is always on retail environments that enhance the passenger experience while delivering measurable commercial impact – and this activation in Zurich shows how that balance can be achieved in practice.”
Mondelez WTR Vice President and Managing Director Joost Rosmuller, Vice President and Managing Director said, “Through our partnership with the Avolta and Zurich Airport teams, we were able to evolve how we bring Toblerone Crunchy Popcorn to life in Zurich’s engaging travel retail environment.
“Building on our ongoing focus on traveller and shopper behaviour, we have considered closely how passengers move through the space and what naturally captures their attention along the way. We have created a truly unique and memorable experience that enables us to support better decision making and stronger engagement in the moment.”
He added, “This is very much in line with how we think about growing the category: creating experiences that feel instinctive and exclusive for travellers and commercially meaningful for our partners.” ✈
