Mondelez World Travel Retail (WTR) has launched a series of immersive Easter activations for its Toblerone and Milka brands.
The campaign is running in partnership with Lagardère Travel Retail and ARI, with activations rolling out between now and April at Paris Charles de Gaulle, Amsterdam Schiphol and Dublin airports.
The seasonal campaign captures heightened gifting demand as travellers journey home for the Easter holidays to celebrate with family and friends, the company said.
Mondelez WTR has transformed high-traffic airport retail environments with vibrant, spring-themed activations that place its brands at the centre of the gifting occasion.
According to Mondelez WTR, the activations aim to drive visibility, enhance engagement and encourage conversion through a combination of seasonal storytelling and in-store theatre.
The Toblerone and Milka activations feature playful Easter-inspired visuals, including bunnies and eggs, alongside a range of interactive elements. These include Toblerone Easter sleeves, branded dispensers, floor graphics, product sampling opportunities and Milka tote bag giveaways.
Mondelez WTR Senior Manager Customer Marketing Beatriz de Otto commented: “Easter is one of the most emotionally charged moments in the travel calendar, and that creates a real opportunity for confectionery in travel retail. Passengers are heading home to celebrate with loved ones, and they’re actively looking for gifts that feel personal and meaningful.
“Our Toblerone and Milka activations are designed to meet that mindset by combining seasonal storytelling with strong in-store visibility to turn a moment of anticipation into a purchase.” ✈
