Playing on Milka’s Alpine identity, Mondelēz World Travel Retail (WTR) brought the well-known chocolate tablet brand to life in a promotional activation at Barcelona Airport, capitalising on the brand’s popularity in Spain, it says.

 

Located in front of the till area in World Duty Free Group’s Schengen store in Terminal 1, the Milka-themed space channelled its Alpine heritage with grass flooring, wooden baskets, Milka churns and plush cows.

 

It also employed the use of a tasting table, a photo wall and bench for a photo opportunity against an Alpine landscape backdrop and a scratch & win game with prizes such as sport bags, toys and a pair of skis.

 

According to Mondelez, overall the activation generated extremely positive results. The month of April 2016 was the best performing month ever for the Milka portfolio at Barcelona Airport with +34% growth in sales value compared to total category sales (value) uplift of +7% and passenger traffic +9% (source: www.aci.aero).

 

 

Irina Tarabanko, Manager Category Marketing of Mondelez WTR commented: “Promotional activations provide a strong engagement platform for brands, particularly when they have the distinctive emotional appeal of Milka. The strong sales performance demonstrates the power of confectionery and the way it can be leveraged to increase the number of shoppers and their spend, as well as deliver engaging retail theatre – in line with the three pillars of our Delighting Travelers category vision.”

 

Manuela Facheris, Global Category Head Confectionery, Food, Souvenirs & Toys at Dufry commented: “Mondelez WTR continues to deliver innovative activations, bringing their brands to life in new and highly engaging ways. Milka is hugely popular with our customers at Barcelona, making it an ideal brand to create in-store buzz and attract impulse purchases.”