Mondelēz World Travel Retail (WTR), in partnership with Lagardère, has unveiled the very limited-edition Toblerone Vanilla Gelato in Fiumicino Airport, Rome. Just 33 bars will be available each day through two activation spaces, beginning at Terminal 3 La Scene from 28 July to 24 August, before moving to Terminal 1 Masterclass from 25 August to 21 September, giving travelers a rare opportunity to discover the new flavor.
Inspired by authentic Italian gelato and the timeless pleasure of La Dolce Vita, Toblerone Vanilla Gelato combines smooth Toblerone white chocolate with the rich, aromatic character of premium vanilla pods and light, crunchy wafer pieces. The result is a creamy and indulgent flavour with a delicate crunch, created to offer travellers a distinctive taste of Italy.
The activation introduces shoppers to Toblerone Vanilla Gelato through a compact discovery space featuring a large campaign visual, product displays, a gelato-cart-inspired counter and a live countdown tracking the number of bars remaining each day. In the second location, a larger gelateria-inspired activation, brings the product story to life through striped awnings, a circular canopy, dedicated discovery and service areas, prominent Rome exclusive branding and an oversized Vanilla Gelato cone at the centre of the space.
Specialized Brand Ambassadors welcome travellers to the activation and introduce the inspiration behind Toblerone Vanilla Gelato before inviting them to sample vanilla and white chocolate-flavoured, chocolate-covered wafer cones, created to reflect the flavour profile of the limited-edition bar. Following the tasting, travelers can purchase one of the day’s 33 bars, with the live countdown updated after every sale to reinforce the product’s exclusivity. They can also personalize their purchase using a sleeve printer and take a photo within the Toblerone Vanilla Gelato activation.
Every purchase has been designed as a premium gifting moment. Toblerone Vanilla Gelato is presented in an elevated gift box before being placed in a branded carrier bag which is accompanied by a certificate of authenticity, creating a keepsake that reflects the product’s limited-edition status.
