Mondelez WTR and Extime Duty Free bring Toblerone’s ‘Never Square’ spirit to Paris airports

FRANCE. Mondelez World Travel Retail (WTR), in partnership with Extime Paris Duty Free (the joint venture between Lagardère Travel Retail and Groupe ADP), has unveiled a high-profile Toblerone activation across Paris Charles de Gaulle and Paris Orly airports.

The dual-location campaign combines a branded shop-in-shop, an expanded Paris-inspired Sense of Place collection and ‘The Ultimate Gift’ campaign centred on a highly limited-edition collection of Toblerone Crystal Bars handcrafted by Swarovski. 

At Paris Orly Airport, Mondelez WTR has opened a Toblerone shop-in-shop, whose highlights include a prominent branded backwall and a personalisation printer, which creates bespoke gift sleeves complete with travellers’ photographs and messages.

The feature is aimed at enhancing the gifting proposition, particularly among Millennial and Generation Z travellers, Mondelez WTR said.

The travel retail-exclusive (TREX) Toblerone Crispy Caramel features prominently in the shop-in-shop via a dedicated backwall display.

In addition, Mondelez has introduced an expanded Sense of Place collection available exclusively through Extime Paris Duty Free.

The range includes Paris-themed gift sleeves, gift bags and postcards featuring city landmarks which bring a local expression to Toblerone while offering travellers a range of souvenirs.

According to Mondelez WTR, the expansion reflects insights from 2026 shopper research in France.

The research found that 76% of travel retail buyers cite the in-store experience, including attractive displays, packaging and special retail activities, as a key purchase driver.

The research also found that 42% of shoppers are motivated by products that serve as souvenirs of their trip.

The campaign also brings Toblerone’s The Ultimate Gift to Paris with the launch of the Swarovski-crafted Toblerone Crystal Bar across Paris Charles de Gaulle and Paris Orly airports. Paris becomes the tenth location worldwide to showcase the installation.

The Crystal Bar reimagines Toblerone’s distinctive triangular chocolate bar as a large-scale crystal display, designed to create a high-impact visual focal point within the airport environment.

Mondelez WTR said the combined activation reflects its Destination: Value strategy, which focuses on creating travel retail experiences that connect brands with the destination, the traveller and the journey.

“Travel retail is at its most powerful when brands, retailers, and airports come together to create experiences that could only exist in that destination,” commented Lagardère Travel Retail Executive Vice President Guillaume Robert.

“In partnership with Mondelez WTR, we have brought the spirit of Paris into the airport environment, creating a journey that moves beyond a traditional purchase and becomes part of the travel memory itself. From personalisation and Paris-inspired gifting to the extraordinary Toblerone Crystal Bar crafted by Swarovski, every touchpoint invites travellers to discover the brand in a new way.

“This is the true power of collaboration: combining creativity, innovation, and local relevance to create genuine moments that stay with travellers long after they depart.”

Extime Paris Duty Free Chief Commercial & Merchandising Officer Séverine Patureau said: “At Extime, our ambition is to transform the airport into a destination in itself by creating memorable experiences at every stage of the passenger journey.

“The Toblerone Crystal Bar crafted by Swarovski perfectly embodies this vision, combining innovation, personalisation and a touch of Parisian elegance. By offering travellers an exclusive and locally inspired experience, we make every moment spent at Paris Charles de Gaulle and Paris Orly a meaningful part of their trip, extending the magic of Paris beyond the city itself.”

“Paris is where a brand becomes a moment in someone’s journey,” commented Mondelez WTR Vice President and Managing Director Joost Rosmuller. “Rather than a single focal point, we’ve built a connected Toblerone presence that shines throughout the airport — personalisation, destination-led design, and the Crystal Bar each drawing travellers deeper into the brand.

“With Lagardère Travel Retail and Extime, we’re showing that when visibility feels personal to the place, it becomes engagement — and that’s what gives the category room to grow.” ✈