Mondelez World Travel Retail (WTR) has executed a high-profile Milka promotion at Barcelona El Prat Airport Terminal 1.
The activation, located in front of the till area in World Duty Free Group’s Schengen store, aimed to bring Milka’s alpine heritage to life. The space featured grass flooring, wooden baskets, Milka churns and cows.
The alpine-themed activation also included a Milka tasting table; a photo wall and bench for a photo opportunity against an Alpine landscape backdrop; and a Scratch & Win Game for the chance to win Milka designed items such as sport bags, toys and a pair of skis for four winners. More than 1,400 consumers took part in the Scratch & Win Game.
According to Mondelez WTR, the promotion generated “extremely positive” results. In April, described as the “best performing month ever” for the Milka portfolio at Barcelona Airport, the brand witnessed a +34% growth in sales value compared to total category sales, a value uplift of +7% and a passenger traffic rise of +9%.
Mondelez WTR Manager Category Marketing Irina Tarabanko commented: “Promotional activations provide a strong engagement platform for brands, particularly when they have the distinctive emotional appeal of Milka. The strong sales performance demonstrates the power of confectionery and the way it can be leveraged to increase the number of shoppers and their spend, as well as deliver engaging retail theatre – in line with the three pillars of our Delighting Travelers category vision.”
Dufry Global Category Head Confectionery, Food, Souvenirs & Toys Manuela Facheris commented: “Mondelez WTR continues to deliver innovative activations, bringing their brands to life in new and highly engaging ways. Milka is hugely popular with our customers at Barcelona, making it an ideal brand to create in-store buzz and attract impulse purchases.”
