Toblerone has debuted a Crunchy Popcorn limited-edition at Zurich Airport with an immersive activation designed to elevate the traveller journey through experience-led retail. Delivered in collaboration with Avolta, the launch introduces one of Toblerone’s latest innovations through an in-store experience that mirrors the product’s premium and limited-edition nature.
The launch was officially marked by a ribbon-cutting ceremony at Zurich Airport on January 30th, attended by senior representatives from Mondelēz World Travel Retail, Avolta, and Zurich Airport. The moment formally inaugurated the experience and created visibility around the ultra-limited product.
This very exclusive Zurich experience has been designed around how travelers move through the airport – guiding them from first engagement through discovery, and ultimately to purchase. This approach represents Mondelēz WTR’s Destination: Value vision in action – where category growth is driven by increasing consideration, conversion, and value across the full shopper journey. The vision is rooted in deep behavioral know-how based on research gathered from more than 7,000 travellers at airports globally.
Available at Zurich Airport in a strictly limited quantity of 2,000 units, Toblerone Crunchy Popcorn is presented within a dedicated “Home of Toblerone” journey experience that transforms the retail environment into an interactive and sensory destination. Every element has been carefully designed to encourage exploration, reinforce scarcity, and elevate the brand’s premium positioning within Zurich’s high-traffic airport setting.
The activation unfolds across a series of connected zones that accompany travellers through their path of discovery. Screens throughout the store draw attention to the limited-edition product, while a large interactive photo installation invites travellers to step inside an oversized popcorn machine featuring Crunchy Popcorn detailing alongside ‘Limited Edition’ and ‘Zurich Duty Free’ callouts.
From there, travellers move into the Boutique area, where bold ‘Very Limited Edition’ signage reinforces the product’s exclusivity. Furthermore, a luxury-inspired discovery table invites closer exploration of the bar, with key visuals highlighting its superior quality and handcrafted cues. The journey culminates in the Local Event Area, where a looped video showcases Toblerone Crunchy Popcorn in detail.
Alongside a physical countdown panel tracking the number of bars remaining throughout the day, a dedicated luxury service desk offers a complete gifting experience: this includes popcorn-scented spray, premium gift wrapping, and certificates of authenticity featuring the traveller’s name and unique edition number. Dedicated Toblerone Ambassadors are also on hand to guide Zurich’s passengers through the engaging experience. Warm popcorn sampling is available via an onsite popcorn machine, while a product glorifier displays the Toblerone Popcorn bar within a glass case alongside its description card.
Joost Rosmuller, Vice President and Managing Director, Mondelēz World Travel Retail, said: “Through our partnership with the Avolta and Zurich Airport teams, we were able to evolve how we bring Toblerone Crunchy Popcorn to life in Zurich’s engaging travel retail environment. Building on our ongoing focus on traveller and shopper behavior, we have considered closely how passengers move through the space and what naturally captures their attention along the way. We have created a truly unique and memorable experience that enables us to support better decision making and stronger engagement in the moment. This is very much in line with how we think about growing the category: creating experiences that feel instinctive and exclusive for travellers and commercially meaningful for our partners.”
Philippe Moryl, Global Head of Confectionery & Food Category, Avolta, added: “This activation demonstrates the value of designing experiences jointly with our brand partners from the very start. By shaping the journey around how travellers naturally move through the airport, we create engagement that feels intuitive rather than forced. For Avolta, the focus is always on retail environments that enhance the passenger experience while delivering measurable commercial impact – and this activation in Zurich shows how that balance can be achieved in practice.”
