Mondelēz World Travel Retail (WTR) has partnered with Lagardère Travel Retail to launch a limited-edition Toblerone Vanilla Gelato exclusively at Rome Fiumicino Airport.
Inspired by Italian gelato, the bar combines Toblerone white chocolate with vanilla and crunchy wafer pieces.
Just 33 bars are available each day as part of an activation which began at Terminal 3 La Scene on 28 July before moving to the Terminal 1 Masterclass space on 25 August, where it will remain until 21 September.
The gelateria-inspired T1 activation features striped awnings, a circular canopy, dedicated discovery and service areas and an oversized Vanilla Gelato cone.
Brand ambassadors introduce travellers to the product before offering samples of vanilla and white chocolate-flavoured, chocolate-covered wafer cones designed to reflect the profile of the limited-edition bar.
A live countdown is updated following each purchase to show how many of the day’s 33 bars remain. Travellers can also personalise their purchase with a printed sleeve and take photographs within the activation.
Each bar is presented in a gift box and branded carrier bag, accompanied by a certificate of authenticity.
The activation was marked with a ribbon-cutting ceremony on 28 August attended by representatives from Mondelēz WTR and Lagardère Travel Retail.
Mondelēz WTR VP & Managing Director Joost Rosmuller said: “Toblerone Vanilla Gelato is what happens when a global brand meets a local story and a retail partner willing to build something bold together. With Lagardère, we’ve turned Fiumicino‘s confectionery aisle into a destination in its own right. Only 33 bars a day, handcrafted and gone when they’re gone.”
Lagardère Travel Retail Executive VP Guillaume Robert added: “Our aim is to give travelers a sense of place through products and experiences that feel connected to the destination. Toblerone Vanilla Gelato does exactly that, taking inspiration from Italy’s gelato culture and presenting it in a format created exclusively for travellers in Rome.”