Mondelez WTR and Qatar Duty Free join forces in Toblerone Pink Crush Stunt Day at Hamad International Airport

Mondelez World Travel Retail (WTR) and Qatar Duty Free (QDF) brought the world-exclusive Toblerone Pink Crush to life at Hamad International Airport through a high-impact Stunt Day Activation on January 12, 2026, turning the terminal into a live, experience-led moment of discovery.

The activation highlights how an ultra-limited product launch can move beyond the shelf, reflecting the strength of the partnership between Mondelez WTR and QDF and their shared ambition to push the boundaries of what is possible in travel retail.

The stunt represents one of the first live expressions of Mondelez World Travel Retail’s Destination: Value growth vision and Qatar Duty Free’s Experiencentricity approach, demonstrating how experience-led activations can drive consideration, penetration, volume, and value by engaging travelers in moments that are relevant, exclusive and surprising.

Rather than living in one fixed space, the activation moved with the passenger through the terminal.

By appearing at different stages of the airport journey and leading travelers naturally towards the duty-free zone for redemption, the stunt transformed the entire path through the terminal into part of the experience – showing how Destination: Value comes to life when brands engage people as they move, not just where they shop.

Designed to amplify the hyper-exclusivity of Toblerone Pink Crush, the stunt invited passengers to locate specially trained “Pink Agents” moving throughout the airport. Dressed in head-to-toe pink, the agents initially blended into the passenger flow before gradually revealing the game mechanic. Travelers who spotted them were encouraged to scan QR codes worn on the agents’ backs to receive an instant digital winning code, which could then be redeemed at Qatar Duty Free to collect an exclusive Toblerone Pink Crush bar.

To preserve the rarity of the limited edition, the activation was capped at 600 bars for the day. Once each hourly allocation was redeemed, passengers could win an iconic Toblerone Milk flavor bar until the next release window, heightening anticipation and encouraging repeat engagement across the terminal. Throughout the day, agents moved fluidly between security zones and the main duty-free area, creating moments of surprise and spontaneous interaction along the passenger journey.

With Hamad International Airport welcoming around 144,000 passengers each day and recording between 58,000 and 86,000 daily Wi-Fi connections, the stunt tapped into an audience already primed for fast, mobile-led interaction. QDF’s ability to share real-time traveler insights with brand partners helped shape the activation, enabling Mondelez WTR to align timing, movement, and touchpoints with live passenger flows and digital engagement patterns across the terminal.

The stunt’s reach extended across the terminal through branded airport buggies. Invited influencers had the opportunity to spot the Pink Agents in action and capture the positive impact on passengers who were excited to win the very limited edition Toblerone Pink Crush bar. The activation’s fast paced, playful tone and the influencers’ content gave future travelers a glimpse into the best of what the travel retail industry can offer.

The stunt also coincided with the launch of the Pink Crush Privilege Club loyalty campaign. Qatar Airways Group Privilege Club members traveling over the activation period will receive personalized communications to visit the pop-up, collect a scratch card and be in with a chance to win an exclusive Toblerone Pink Crush bar.

Through this immersive activation, Mondelez WTR and Qatar Duty Free generated strong buzz, curiosity, and active participation around Toblerone Pink Crush. It also supported longer-term objectives to encourage more pre-planned travel retail purchases and category growth, by demonstrating how premium differentiation, creativity, and collaboration can come together at scale in the airport environment.

Joost Rosmuller, Vice President and Managing Director, Mondelez World Travel Retail, said, “We wanted to show how an ultra-limited product can come to life in a way that genuinely connects with travelers at that moment in time. Designed as an experience around the airport journey, from arrival to purchase, this stunt illustrates our vision for the future of travel retail: a shopping environment built around how people arrive, move around, notice things, engage with them and make decisions along the way. It’s a clear example of our Destination: Value vision in action, using insight and experience to transform ordinary travel moments into genuine value for the category. None of this would have been possible without close collaboration with Qatar Duty Free. Our teams planned every touchpoint with the traveler journey in mind to ensure the experience felt natural and emotional.”

Chief Retail & Hospitality Officer at Qatar Airways Group, Thabet Musleh, added, “At Qatar Duty Free, our focus is on creating experiences that engage and excite travelers as they pass through the airport. Initiatives like the Pink Crush stunt demonstrate how collaboration with partners such as Mondelez World Travel Retail can turn a world-exclusive product launch into a surprising, live-action moment that travelers can participate in. It’s a simple but effective way to bring energy and enjoyment into the journey and reinforce Hamad International Airport as a place for discovery, where retail experiences go beyond the traditional store environment.”