World-exclusive launch: Mondelez World Travel Retail and Qatar Duty Free reveal Toblerone Pink Crush at Hamad International Airport

Mondelez World Travel Retail (WTR) and Qatar Duty Free (QDF) have unveiled the first-ever Toblerone Pink Crush in a world-exclusive release at Hamad International Airport.

The debut marks a significant collaboration between the global confectionery leader and one of the world’s most awarded airport retailers, bringing together Toblerone’s innovation expertise with QDF’s strength in curating distinctive, experience-led retail moments.

The limited-edition Toblerone Pink Crush reimagines the brand’s iconic recipe with white chocolate blended with honey, almond nougat, and tangy berries to create a distinctive pink color infused with a vibrant and berry essence. Only 6,000 individually numbered bars have been crafted, with a limited number of bars released per day, making each one a rare collectible.

Across travel retail, shoppers are increasingly drawn to experiences that feel distinctive and memorable. The share of travelers who visit duty-free for its experience rather than convenience has more than doubled since 2019, proof that airports have become destinations in their own right. This shared insight guides both Mondelez WTR and QDF, whose collaboration brings together premium confectionery innovation with exceptional, travel-exclusive moments. Toblerone Pink Crush embodies this direction – a collector’s item created for travelers who value discovery, exclusivity, and storytelling.

Together, Mondelez WTR and QDF are elevating the travel-exclusive confectionery experience with innovations designed for today’s experience-driven shopper.

Occupying a 25-square-meter space within QDF’s premium concourse, the activation is designed as a multi-sensory journey. A two-meter digital screen showcases the Pink Crush story, while an interactive Discovery Table invites travelers to explore the bar’s ingredients and textures up close.

The experience continues at the Luxury Service Desk, where brand ambassadors present each bar with white gloves. Every bar is placed in a carefully designed white and gold gift pack, transforming this ultra-limited innovation into a showcase piece – or a standout travel gift. The bar is spritzed with the Pink Crush aroma and accompanied by a handwritten Certificate of Authentication featuring the traveler’s name and edition number. Once sealed, the gift pack is placed in a Toblerone carrier bag. A real-time countdown counter heightens anticipation as the number of remining bars drops towards Sold Out each day.

The design pays homage to Qatar National Day, incorporating burgundy tones that celebrate local heritage. Brand ambassadors, styled in pink and burgundy uniforms inspired by boutique concierge, evoke luxury, nostalgia and a strong sense of place – creating a moment that feels both global and distinctly Qatari.

Travelers are also invited to explore the Pink Crush Box, a sculptural photo installation designed for interaction and shareability. They are encouraged to step inside a life-sized 3D magazine cover, becoming the face of Toblerone’s new flavor – a feature that has driven strong engagement, reflecting the growing importance immersive spaces in sparking emotional connection and amplifying visibility.

Further exclusivity comes through a partnership with Qatar Airways Privilege Club, which will allocate a limited number of Pink Crush bars to an exclusive scratch and win offer for Avios members, extending the activation beyond the terminal into the airline’s loyalty ecosystem.

Building on the success of this collaboration, Mondelez WTR and QDF said they will continue to strengthen their partnership with the unveiling of a new and immersive activation in 2026, designed to elevate the traveler experience even further. More details will be announced in due course.

Joost Rosmuller, Vice President and Managing Director, Mondelez World Travel Retail, said, “We are incredibly excited to partner with Qatar Duty Free to launch the highly exclusive Toblerone Pink Crush at Hamad International Airport. This collaboration powerfully elevates the confectionery experience in travel retail, showcasing how HIA’s status as a global hotspot for luxury and QDF’s immersive expertise uniquely ‘fit’ this ultra-limited, collectible item. Through this partnership, we’re setting new benchmarks for premiumization and creativity, delivering products that truly resonate with global travelers, all rooted in our proprietary behavioral insights.”

Thabet Musleh, Qatar Airways Group Chief Retail & Hospitality Officer, added, “We’re proud to team up with Mondelez World Travel Retail for this world-first launch. It’s a great example of how we both aim to bring something truly unique and special to travelers. The Toblerone Pink Crush launch shows how collaboration can deliver something genuinely unique – a global exclusive that also feels connected to a place and moment. This is another exciting step in our mission to make Hamad International Airport a global hotspot for discovery, adding even more world exclusives to our portfolio.”