Thabet Musleh (centre) was in attendance to mark the launch of Toblerone Pink Crush.

Mondelez World Travel Retail and Qatar Duty Free marked the launch of the world-exclusive Toblerone Pink Crush with a high-impact Stunt Day activation at Hamad International Airport on 12 January. Designed as a terminal-wide experience, the activation demonstrated how ultra-limited editions can drive engagement beyond the shelf through close collaboration and experience-led retail.

Designed to showcase the strength of the long-standing partnership between Mondelez WTR and Qatar Duty Free, the activation moved beyond a traditional pop-up or fixed retail space, instead unfolding across the terminal and engaging passengers as they travelled through different zones before guiding them organically towards the duty-free area for redemption.

The activation marked one of the first live expressions of Mondelez World Travel Retail’s Destination: Value growth vision alongside Qatar Duty Free’s Experiencentricity strategy. By placing experience at the centre of the launch, the partners demonstrated how ultra-limited products can drive engagement, consideration and value when aligned with real passenger behaviour.

Central to the stunt was the introduction of “Pink Agents”, specially trained brand ambassadors dressed head-to-toe in pink who blended into passenger flows before revealing the game mechanic. Travellers who spotted them were invited to scan QR codes worn by the agents to unlock a digital winning code, redeemable in-store for a Toblerone Pink Crush bar.

To maintain the rarity of the limited edition, the activation was capped at 600 Pink Crush bars for the day, released in hourly waves. Once an allocation was exhausted, passengers could still win Toblerone Milk bars until the next release window, encouraging repeat engagement and sustained movement through the terminal.

The concept was shaped using Qatar Duty Free’s real-time passenger insights, allowing Mondelez WTR to align timing, locations and movement with live airport traffic and digital engagement patterns. With Hamad International Airport welcoming around 144,000 passengers daily, the stunt was designed for fast, mobile-led interaction, amplified further through branded airport buggies and influencer participation.

Central to the stunt was the introduction of Pink Agents.

The activation also coincided with the launch of the Pink Crush Privilege Club campaign, with Qatar Airways Group Privilege Club members receiving personalised communications inviting them to visit the pop-up and participate.

Joost Rosmuller, Vice President and Managing Director, Mondelez World Travel Retail, said: “We wanted to show how an ultra-limited product can come to life in a way that genuinely connects with travelers at that moment in time. Designed as an experience around the airport journey, from arrival to purchase, this stunt illustrates our vision for the future of travel retail. None of this would have been possible without close collaboration with Qatar Duty Free.”

Thabet Musleh, Chief Retail & Hospitality Officer at Qatar Airways Group, added: “Initiatives like the Pink Crush stunt demonstrate how collaboration with partners such as Mondelez World Travel Retail can turn a world-exclusive product launch into a surprising, live-action moment that travelers can participate in. It reinforces Hamad International Airport as a place for discovery, where retail goes beyond the traditional store environment.”

Through the activation, Mondelez WTR and Qatar Duty Free underlined how creativity, data-driven insight and close collaboration can elevate limited-edition launches into scalable, experience-led growth drivers within the airport environment.

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