Spanish influencers were invited to experience Toblerone Crunchy Popcorn live on-site.

Mondelez International World Travel Retail has partnered with Avolta to debut Toblerone Crunchy Popcorn at Barcelona El Prat Airport, marking a shift toward social-first activations in travel retail.

Launched on 23 March, the campaign centres on a creator-led strategy designed to extend engagement beyond the airport environment. Three Spanish influencers were invited to experience the product live on-site, sharing content across social platforms to amplify reach among Gen Z and digitally engaged consumers.

The activation reflects a broader trend in travel retail, where brands are increasingly integrating online and offline touchpoints to influence purchasing behaviour. With over half of pre-shopping interactions taking place via social media, the campaign connects digital discovery with in-store experience.

The limited-edition Toblerone Crunchy Popcorn bar combines the brand’s signature nougat with salted caramel, caramelised popcorn and toasted corn. Just 2,000 individually numbered bars have been produced for the Barcelona launch, with 30 units released daily. The product is presented in premium packaging and showcased within a boutique-style retail space featuring live stock countdowns, sampling and gifting services.

The Barcelona activation builds on previous launches in Athens and Zurich, but is the first in the rollout to place social amplification at its core, using real-time content and influencer storytelling to drive awareness and engagement.

Joost Rosmuller, Vice President and Managing Director, Mondelez World Travel Retail, said: “This activation, a result of our close collaboration with Avolta at Barcelona El Prat Airport, marks a strategic shift: by embedding influencer content, we’re seamlessly bridging physical retail with the dynamic online dialogues that increasingly engage travellers across all touchpoints of their journey. This approach, central to our ‘Destination: Value’ industry vision, offers a powerful way to connect with a generation that trusts creator voices, and we’re incredibly excited about the potential this holds for engaging new audiences in travel retail and growing the confectionery category altogether.”

Just 2,000 individually numbered bars were produced for the Barcelona launch.

Philippe Moryl, Global Head of Confectionery & Food Category at Avolta, added: “Barcelona was the right setting for a launch like this; combining a high-traffic international airport, a strong sense of occasion in-store and a creative approach that extended the experience beyond the point of sale. By pairing product exclusivity with social-first storytelling, this activation shows how travel retail can create moments that resonate both inside and outside the airport, giving travellers a reason to stop, discover and explore. We are pleased to continue building on our partnership with Mondelez World Travel Retail to create standout experiences at the airport and beyond.”

The initiative underlines Toblerone’s continued focus on exclusivity, innovation and experiential retail, while reinforcing the growing importance of social storytelling in driving engagement and conversion in travel retail.

READ MORE: Mondelēz WTR launches Toblerone Praline Assorted Gift Box

READ MORE: Mondelēz WTR unveils new Milka Favourites travel retail exclusive

READ MORE: Avolta spices up its liquor offer with Absolut Tabasco partnership