Mondelēz International has brought together Milka and Monopoly in one campaign.

Mondelēz International has unveiled a new partnership between Milka and Monopoly, bringing together two globally recognised family brands in a travel retail campaign designed to drive engagement, shopper interaction and category growth across airports in Europe and Latin America.

The collaboration combines Milka’s heritage in chocolate with the enduring appeal of Monopoly, which celebrates its 90th anniversary this year. With 99% global awareness, availability in 114 countries and 47 languages, Monopoly remains one of the world’s most recognisable entertainment brands, making it a natural fit for travel retail’s diverse international audience.

Running throughout the second and third quarters of 2026, the campaign aims to transform the airport shopping journey through a series of immersive activations designed to capture travellers’ attention and encourage participation. The initiative is particularly relevant to younger consumers, with Gen Z and Millennials accounting for more than 60% of Milka buyers in travel retail.

The partnership is being activated through a multi-touchpoint airport campaign featuring eye-catching visuals, floor graphics and digital screens positioned throughout the traveller journey. Dedicated shelf communication, branded gondola ends and high-profile promotional displays reinforce the collaboration in-store, supported by a “play to win” mechanic designed to encourage shopper engagement and conversion.

As part of the promotion, travellers have the opportunity to win a range of instant rewards, including two limited-edition Milka x Monopoly game sets – a classic Monopoly board game and a travel-sized Monopoly Deal game presented in a collectible tin.

The campaign also incorporates retailer-specific initiatives, including rewards for members of Avolta’s loyalty programme. Among the prizes is an exclusive experience offering winners the chance to attend the Monopoly Lifesized Experience in London.

Mondelēz World Travel Retail Vice President and Managing Director Joost Rosmuller said the collaboration reflects the company’s focus on creating meaningful consumer engagement throughout the airport journey.

“Category growth in travel retail starts with understanding what makes travellers stop, engage and buy,” he said. “Milka and Monopoly are two brands that connect generations – one through taste, the other through play – and together they give us a powerful way to follow the traveller through the airport, from the first visual trigger to the in-store activation and the collectible they take home.

“That journey from awareness to conversion is what Destination: Value is all about. When you combine a brand people love with a mechanic that rewards curiosity, you turn a routine airport shop into something people remember – and that’s where incremental growth lives.”

The Milka x Monopoly initiative forms part of Mondelēz World Travel Retail’s broader Destination: Value strategy, which focuses on driving consideration, penetration and value growth through engaging consumer experiences and strategic brand partnerships.

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