QATAR. Mondelez World Travel Retail (WTR) and Qatar Duty Free (QDF) have partnered to unveil the Toblerone Pink Crush in a three-month, world-exclusive travel retail debut at Hamad International Airport, Doha.
To mark the occasion, the partners have crafted a striking makeover of The Moodie Davitt Report homepage and an elegant treatment of our mobile website.
The launch brings together Toblerone’s confectionery innovation with QDF’s expertise in curating distinctive, experience-led retail activations.
The limited-edition Toblerone Pink Crush reimagines the brand’s signature recipe courtesy of a white chocolate base blended with honey and almond nougat. The flavour profile is elevated with tangy berry notes to deliver its distinctive pink hue.
Only 6,000 individually numbered bars have been produced, with a restricted number released daily, positioning Toblerone Pink Crush as a rare collectible in travel retail.
According to Mondelez WTR, the launch reflects a wider consumer behaviour shift with travellers increasingly drawn to experiences that are both distinctive and memorable*. In addition, the proportion of passengers visiting duty-free stores for experience over convenience has more than doubled since 2019**, reflecting an airport’s capability to become a destination in its own right.
This insight underpins the collaboration between Mondelez WTR and QDF and follows Mondelez WTR’s Destination: Value approach to unlocking confectionery growth. According to the partners, Toblerone Pink Crush was designed to appeal to experience-driven shoppers seeking discovery, storytelling and scarcity.
Toblerone Pink Crush is being promoted via a 25sq m activation within QDF’s premium concourse. A two-metre digital screen brings the Pink Crush story to life, while an interactive Discovery Table invites travellers to explore the ingredients and textures behind the innovation.
The experience culminates at the Luxury Service Desk, where Brand Ambassadors present each bar using white gloves. Every bar is placed inside a bespoke white-and-gold gift pack and transformed into a showcase piece through a gifting ritual.
The purchase is thenn lightly spritzed with the Pink Crush aroma and accompanied by a handwritten Certificate of Authentication featuring the traveller’s name and edition number. Once sealed, the gift pack is placed into a Toblerone carrier bag and handed over with all the care of a luxury item.
A live countdown counter tracks remaining stock in real time, as the number of remaining bars drops towards SOLD OUT each day.
Design elements in the pop-up pay tribute to Qatar National Day, incorporating burgundy tones. Brand Ambassadors wear pink and burgundy uniforms inspired by boutique concierge uniforms, reinforcing a sense of place and nostalgia that is distinctly Qatari.
A standout element of the campaign is the Pink Crush Box, a sculptural photo installation designed for social media sharing.
Travellers step inside a life-sized 3D magazine cover, where they become the face of Toblerone’s newest flavour. According to Mondelez WTR, the installation has proven a smash hit with travellers Hamad International Airport, underlining the importance of immersive, social-first spaces in creating emotional connection and amplifying visibility.***
The experience is extended beyond the terminal through a partnership with Qatar Airways Privilege Club. Avios members are offered a limited number of Toblerone Pink Crush bars via an exclusive scratch-and-win promotion, integrating the activation into the airline’s loyalty ecosystem.
Building on the success of the collaboration, Mondelez WTR and Qatar Duty Free confirmed plans to unveil a further immersive activation in 2026. Details will be announced in due course.
Qatar Airways Group Chief Retail & Hospitality Officer Thabet Musleh added: “We’re proud to team up with Mondelez World Travel Retail for this world-first launch. It’s a great example of how we both aim to bring something unique and special to travellers.
“The Toblerone Pink Crush launch shows how collaboration can deliver something genuinely unique – a global exclusive that also feels connected to a place and moment. This is another exciting step in our mission to make Hamad International Airport a global hotspot for discovery, adding even more world exclusives to our portfolio.”
“We are incredibly excited to partner with Qatar Duty Free to launch the highly exclusive Toblerone Pink Crush at Hamad International Airport,” added Mondelez WTR Vice President and Managing Director Joost Rosmuller.
“This collaboration powerfully elevates the confectionery experience in travel retail, showcasing how Hamad International Airport’s status as a global hotspot for luxury and QDF’s immersive expertise uniquely fit this ultra-limited, collectible item. Through this partnership, we’re setting new benchmarks for premiumisation and creativity, delivering products that truly resonate with global travellers, all rooted in our proprietary behavioural insights.” ✈
Footnote: Both Thabet Musleh and Joost Rosmuller will be speaking at The Trinity Forum in Doha, hosted by Qatar Airways, Qatar Duty Free and Hamad International Airport.
*Foresight Mega Trends Next Atlas
***Deloitte Digital | Experiential retail: transforming brick-and-mortar into immersive luxury destinations and Airport Experience Research (AX24) | The Age of the Airport Experience
