Mondelēz Wtr launches Toblerone Vanilla Gelato in limited edition at Rome Fiumicino Airport

Mondelēz World Travel Retail (Wtr), in partnership with Lagardère, has presented at Rome Fiumicino Airport the limited edition of Toblerone Vanilla Gelato.

The initiative began on 28 July at La Scène, Terminal 3, where the first experiential space remained active until 24 August. The second activation, currently under way, is instead taking place at Masterclass, Terminal 1, and will continue until 21 September. As part of the initiative, only 33 bars are available each day, offering travellers an exclusive opportunity to discover the new flavour.

The features

Inspired by authentic Italian gelato and the timeless allure of “La Dolce Vita”, Toblerone Vanilla Gelato combines Toblerone’s velvety white chocolate with the rich, aromatic character of fine vanilla pods and light, crunchy wafer pieces. The result is a creamy, enveloping flavour with a delicate crunch, created to offer passengers a distinctive taste of Italy.

The locations

The activation allows travellers to discover Toblerone Vanilla Gelato within a dedicated area, characterised by a large campaign visual , product displays , a counter inspired by the ice cream cart and a real-time countdown tracking the number of bars remaining day by day. At the second location, a larger setup inspired by a genuine ice cream parlour brings the product story to life through striped awnings, a circular structure, areas dedicated to product discovery, highly visible branding created exclusively for Rome and a giant Vanilla Gelato cone positioned at the centre of the space.

A premium experience

Travellers are welcomed into the area by brand ambassadors tasked with explaining the inspiration behind Toblerone Vanilla Gelato and inviting them to taste wafer cones covered in vanilla-flavoured and white chocolate, created to reflect the flavour profile of the limited-edition bar. Following the tasting, travellers can purchase one of the 33 bars of the day, with the countdown updating in real time after each sale to highlight its exclusivity. It is also possible to personalise the purchase with a dedicated printer and take a photo inside the area dedicated to Toblerone Vanilla Gelato.

Every purchase has been designed to be a premium moment. Toblerone Vanilla Gelato is wrapped in an elegant gift box before being placed in a branded shopping bag, accompanied by a certificate of authenticity, creating a keepsake that reflects the product’s limited-edition status.

The activation reflects Mondelēz Wtr’s objective “Destination: Value” of creating a more engaging retail experience. Combining an exclusive flavour with highly limited distribution encourages passengers to stop and discover something new, while also creating value for retail partners.

The comments

Joost Rosmuller, vice president & managing director of Mondelēz World Travel Retail, says: “Toblerone Vanilla Gelato is what happens when a global brand meets a local story and a retail partner willing to build something bold and distinctive. Together with Lagardère, we have transformed Fiumicino’s confectionery area into a true destination. Just 33 bars a day, handmade and in limited quantities. But the true impact goes far beyond those 33 bars: activations like this consistently generate double-digit growth in the confectionery category. This is the power of experience-led retail: it does not simply sell a product, it drives growth across the entire department. This is ‘Destination: Value’, and it is what strong, strategic partnerships make possible.”

Guillaume Robert, executive vice president of Lagardère, says: “Our aim is to give travellers a sense of the place they are in through products and experiences connected to that location. Toblerone Vanilla Gelato does exactly this, drawing inspiration from Italian gelato culture and presenting it in a format created exclusively for travellers passing through Rome. By working with Mondelēz World Travel Retail, we were able to turn the idea into a complete retail experience, rather than simply placing a new product on the shelf – adding something distinctive to our confectionery offering.”

This article was translated from the original Italian version with the assistance of artificial intelligence. In case of discrepancies, please refer to the original Italian version.