Mondelez and Qatar Duty Free bring Toblerone Crystal Bar charity auction to Hamad Airport

QATAR. Mondelez World Travel Retail (WTR) has brought its ‘The Ultimate Gift’ campaign to Doha’s Hamad International Airport in partnership with Qatar Duty Free (QDF), spotlighting one of nine individually numbered Toblerone Crystal Bars handcrafted by Swarovski.

The Doha activation is part of a global charity auction spanning nine key airports, with proceeds from the local auction supporting initiatives led by the Education Above All (EAA) Foundation, a global education and development organisation.

As reported, one Crystal Bar is on display at each of nine airports until 31 July, including Athens, Delhi, Doha (Hamad International), Dubai, Frankfurt, Madrid, New York JFK, Singapore and Zurich.

The campaign is supported by leading retailers Avolta, GMR Delhi Duty-Free, Dubai Duty Free, Qatar Duty Free, Frankfurt Airport Retail (Fraport-Gebr. Heinemann) and FNA Group International.

The activations also spotlight a limited-edition, travel retail-exclusive (TREX) Toblerone gift box. The box is adorned with Swarovski crystals and is available until September, complemented by a Swarovski crystal travel tag.

Crafted in Austria, the rare handmade crystal replicas of the original Toblerone Milk chocolate bar reinterpret the brand’s popular triangular silhouette using Swarovski’s signature crystal craftsmanship and manufacturing techniques.

In Doha, Qatar Duty Free is showcasing Bar No. 1 at Hamad International Airport.

The activation features a dedicated pop-up space incorporating royal blue tones, Toblerone red and refracted lighting that reflects the campaign’s crystalline design.

Visitors can also view the Toblerone Crystal Bar and scan a QR code to access the auction website. Global bidding is open from 1 to 31 July via the Toblerone Crystal Bar website.

Qatar Airways Group Chief Retail & Hospitality Officer Thabet Musleh said, “We are delighted to partner once again with Mondelez World Travel Retail, this time to bring Toblerone’s The Ultimate Gift campaign to Qatar Duty Free.

“This is a campaign that goes beyond a traditional retail moment, giving passengers at Hamad International Airport the opportunity to encounter something beautifully unique on their journey while also supporting a truly meaningful cause.

“With the strong existing ties between Qatar Airways Group and Education Above All Foundation, we are delighted to once again support the inspiring work of EAA Foundation and enable bidders around the world to be a part of a gifting campaign that gives back.”

Qatar Duty Free has selected the EAA Foundation as the campaign’s charitable beneficiary, citing its longstanding partnership with the Qatar Airways Group. The foundation works to expand access to quality education for children and youth affected by poverty, conflict and disaster worldwide.

The campaign also provides a wider platform to support the EAA Foundation’s educational programmes, translating traveller engagement into meaningful support.

Education Above All Foundation Partnership Director Dr Mohd Abdulla Saleh said, “Education Above All Foundation values this partnership with Qatar Duty Free and welcomes the opportunity to be part of an initiative that combines creativity, visibility and purpose.

“Support through campaigns such as this helps advance our efforts to expand access to quality education for children and young people affected by poverty, conflict and crisis, while also highlighting the importance of collective action in creating meaningful opportunities for those most in need.”

The Toblerone Crystal Bar’s arrival in Doha formed part of its journey from Swarovski Kristallwelten (Swarovski Crystal Worlds) in Wattens, Austria, to the featured airports.

Regional content creator Sami Slimani accompanied the Crystal Bar to Hamad International Airport, documenting the journey on Instagram and TikTok ahead of the auction.

Mondelez World Travel Retail Vice President and Managing Director Joost Rosmuller said, “Qatar Duty Free has been an outstanding partner in bringing The Ultimate Gift campaign to life at Hamad International Airport.

“Together, we share the belief that airports can be more than places to shop – they can be destinations where travellers discover truly unique experiences.

“Hosting the Toblerone Crystal Bar crafted by Swarovski at HIA is a powerful expression of that ambition: a world-first luxury charity auction that combines exclusivity, artistry and philanthropy – with 100% of proceeds supporting education and economic empowerment of marginalised children and youth.

“This is ‘Destination: Value’ in action – the airport as a stage for experiential retail that exists nowhere else, where travellers don’t just pass through but pause, discover, and bring home a story that matters.” ✈