Mondelēz raised $55,251 for local organisations across nine airport locations.

Mondelēz World Travel Retail has concluded the charity auction element of its global Toblerone The Ultimate Gift campaign, raising a combined $55,251 for local organisations across nine airport locations.

Throughout July, travellers were invited to bid on nine rare Toblerone Crystal Bars crafted by Swarovski, with the proceeds from each winning bid donated to a charity selected by the host airport. The beneficiary organisations support causes including education, healthcare and services for children and families.

The Crystal Bars were displayed at airports in Athens, Delhi, Doha, Dubai, Frankfurt, Madrid, New York JFK, Singapore and Zurich as part of a campaign spanning more than 170 activation spaces across all continents.

The Ultimate Gift was designed around the full traveller journey, beginning with regional creators documenting the Crystal Bars’ journey from the Crystal Dome at Swarovski Kristallwelten in Wattens, Austria, to their respective airports. In-store displays and charity auctions continued the story at the airport, while a channel-exclusive limited-edition Toblerone Ultimate Gift Box extended the campaign into gifting.

Paid media, social content and creator activity also supported the campaign, which Mondelēz WTR said has generated more than 1,000 media clippings worldwide and delivered consistent sales growth across activations.

The programme forms part of the company’s Destination: Value strategy, using travel retail exclusives, experiential activations and digital engagement to increase shopper penetration and generate volume and value growth. The campaign was delivered with airport and retail partners including Avolta, Dubai Duty Free, FNA Group International, Frankfurt Airport Retail (Fraport–Gebr. Heinemann), GMR Delhi Duty Free and Qatar Duty Free.

Lagardère Travel Retail and Extime Paris Duty Free also brought The Ultimate Gift to Paris, where a tenth and final Toblerone Crystal Bar crafted by Swarovski was displayed.

The Crystal Bars were displayed at airports in Athens, Delhi, Doha, Dubai, Frankfurt, Madrid, New York JFK, Singapore and Zurich.

Although the nine charity auctions have now concluded, the wider campaign will continue throughout the peak travel season. The limited-edition Toblerone Ultimate Gift Box, decorated with Swarovski Crystals, remains exclusively available in travel retail at airports worldwide, accompanied by a Toblerone crystal luggage tag designed to encourage higher transaction values.

Joost Rosmuller, Vice President and Managing Director, Mondelēz World Travel Retail, said: “The Ultimate Gift proved something we’ve long believed: when you turn airports into stages for experiences that exist nowhere else, everyone wins — brands, retailers, travelers, and communities. Across nine of the world’s most iconic airports, our partners did more than host a campaign, they embraced a shared ambition to make travel retail a destination in its own right. The result was meaningful charitable impact, category growth and over a thousand stories told around the world. Destination: Value is no longer a theory, it is a proven model, and we are just getting started.”

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