When La Dolce Vita meets the airport experience
International airports have become powerful platforms for brands to express their identity. In this setting, travel retail goes beyond the purchase itself. Travellers also seek exclusive products and experiences that form part of their journey.
In Rome, this takes on a special significance. The Italian capital evokes La Dolce Vita, the art of living well and the pleasures of Italian cuisine. For brands, these associations offer a compelling opportunity to connect with travellers in a way that reflects the destination.
For Toblerone, the launch of its exclusive Vanilla Gelato collection taps into this world. Inspired by Italian gelato, this new creation aims to capture the attention of travellers at Rome Fiumicino Airport, where it faces strong competition from an extensive range of products.
Brand Ambassadors at the heart of the Italian stopover
To support Mondelēz World Travel Retail in launching this exclusive edition, GLOBE Travel Retail deploys its Brand Ambassadors at Rome Fiumicino Airport.
Trained in Toblerone’s brand identity and the distinctive features of Vanilla Gelato, the teams are ready to represent the brand and build a direct connection with travellers.
In such a visually striking activation, the retail design provides the first point of contact. Yet the experience also relies on the quality of the interactions. Brand Ambassadors welcome shoppers, introduce the product and guide them through their discovery.
Their presence transforms a branded space into a genuine meeting point with travellers, bringing the world of Vanilla Gelato to life beyond the merchandising.
The pop-up comes to life with every traveller
At Rome Fiumicino Airport, the Toblerone pop-up catches the eye with a setting inspired by Italian gelato and La Dolce Vita. Striped awnings, a circular canopy and an oversized Vanilla Gelato cone create a striking presence within the airport.
At the heart of the activation, Brand Ambassadors trained by GLOBE Travel Retail welcome travellers and invite them to discover the collection. They offer tastings of bite-sized treats inspired by Vanilla Gelato’s flavours, before guiding shoppers through their purchase journey.
Scarcity also becomes an integral part of the experience. A counter, updated after each sale, shows in real time how many bars remain from the daily allocation of 33. Travellers can also personalise their purchase with a sleeve printed on site. Each bar comes in a gift box, complete with a Toblerone bag and a certificate of authenticity.
The pop-up sets the scene. The Brand Ambassadors bring it to life. At Rome Fiumicino, Toblerone combines product exclusivity, the spirit of La Dolce Vita and human interaction to create a brand experience designed for travellers.
