Mondelēz World Travel Retail (WTR) is expanding its retail presence across the Americas, investing in a series of permanent retail investments, Toblerone Sense of Place activations and shopper engagement initiatives across key airports. The rollout spans Argentina, Brazil, Mexico, the United States and Canada, and is designed to strengthen the Toblerone and Milka portfolios while creating more engaging retail experiences for travelers.
With m1nd-set research reporting that 57% of duty free confectionery buyers cite the in-store experience and navigation as their primary reason to purchase, Mondelēz WTR is creating more permanent retail spaces and locally relevant activations at airports across the region.
At Ezeiza International Airport in Argentina, Mondelēz WTR has secured a premium walkthrough location for its Travel Collection, doubled Toblerone’s backwall space and branded its first generic retail area. The confectionery offer at Montevideo Departures has been fully refurbished, while São Paulo–Guarulhos International Airport has introduced a new planogram that is delivering encouraging early results. Further upgrades are under way at airports across Argentina.
The rollout also extends Toblerone’s Sense of Place concept across the Americas. Brazil-themed executions are now live in São Paulo, and Rio de Janeiro has introduced souvenir placements. Mexico-themed displays have also been introduced in Cancún and Mexico City, while branded sleeves are already available in the U.S., with further Sense of Place activity planned for Canada and Argentina. Gifts with Purchase are also available in Brazil and Argentina, supported by tastings, and branded sleeves, while new display furniture is enhancing in-store visibility across Argentina and Mexico.
The activity is designed to build excitement around the Toblerone and Milka portfolios, and make the brands easier to discover throughout the airport journey. By combining locally relevant executions with stronger visibility in store, Mondelēz WTR aims to encourage more travelers to explore the category and convert browsing into purchase.
Commenting on the expansion, Beatriz de Otto, Mondelēz World Travel Retail, Senior Manager Customer Marketing said: “As travel retail continues to evolve, the in-store experience is playing an increasingly important role in how travelers discover and choose brands. That’s why we’re investing in the retail environment itself, working alongside our partners to strengthen visibility, create more relevant experiences and make it easier for travelers to engage with the category. It’s an approach that not only supports our brands but helps grow confectionery across the Americas.”
