The Milka x Monopoly partnership is being brought to life in airports via bold multi-touchpoint activations designed to spark curiosity throughout the traveler journey. Key visuals, floor decorations, and in-store digital screens introduce the collaboration to travelers in unexpected moments that interrupt dwell time, signpost the partnership from a distance, and tease the promotion up close to build excitement and anticipation. The collaboration is being reinforced with dedicated shelf communication including branded gondola ends and HPP installations with a ‘play to win’ call to action, turning the buzz into engagement. To drive conversion, the activation introduces exciting ‘play to win’ instant rewards that include two collectable limited-edition Milka x Monopoly game sets: Classic Monopoly board game and travel size Monopoly Deal game in a tin.
The Milka x Monopoly campaign embodies Mondelēz World Travel Retail’s Destination: Value vision – driving consideration, penetration, volume and value by leveraging a partnership with the most beloved game of all generations worldwide to connect with consumers in a meaningful way where they engage and feel rewarded.
