The activity is intended to build excitement around the Toblerone and Milka portfolios while making the brands easier to discover throughout the airport journey.

Mondelēz World Travel Retail (WTR) is expanding its retail presence across the Americas through a series of permanent retail investments, Toblerone Sense of Place activations and shopper engagement initiatives across key airport locations.

The rollout spans Argentina, Brazil, Mexico, the US and Canada with the focus on strengthening the Toblerone and Milka portfolios while at the same time creating more engaging retail experiences for travellers.

The strategy is supported by m1nd-set research, which demonstrates that  57% of duty-free confectionery buyers cite the in-store experience and navigation as their primary reason to purchase*.

“As travel retail continues to evolve, the in-store experience is playing an increasingly important role in how travellers discover and choose brands,” said Beatriz de Otto, Mondelēz WTR Senior Manager Customer Marketing.

“That’s why we’re investing in the retail environment itself, working alongside our partners to strengthen visibility, create more relevant experiences and make it easier for travellers to engage with the category.

“It’s an approach that not only supports our brands but helps grow confectionery across the Americas.”

At Ezeiza International Airport in Argentina, the company has secured a premium walkthrough location for its Travel Collection, and has doubled the Toblerone backwall space while converting its first generic retail space into a branded one.

Toblerones with locally relevant sleeves on display in Vancouver.

Montevideo Departures’ confectionery offer has been fully refurbished, while São Paulo – Guarulhos International Airport has introduced a new planogram, with encouraging early results already emerging. Further upgrades are also under way across Argentina airports.

The rollout also extends Toblerone’s Sense of Place concept across the Americas. Brazil-themed executions are now live in São Paulo, and Rio de Janeiro has introduced souvenir placements.

By combining locally relevant executions with stronger visibility in store, Mondelēz WTR aims to encourage more travellers to explore the category and convert browsing into purchase.

Mexico-themed displays have also been introduced in Cancún and Mexico City, while branded sleeves are already available in the US, with further Sense of Place activity planned for Canada and Argentina.

Gifts with purchase are also available in Brazil and Argentina, supported by tastings and branded sleeves,  while new display furniture across Argentina and Mexico is helping to give Toblerone greater visibility in store.

*Source: Shopping Behavior Duty Free Buyers: Reasons to buy (Chocolate & Confectionery, Americas Region, 2026). B1S Business 1ntelligence Service/M1nd-set.

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