Showcased in an engaging digital activation in the Barcelona Duty Free store, Mondelez World Travel Retail (WTR) used one of its beloved chocolate brands, Milka to deliver a simple, yet important, reminder to travelers: be kind.  

Travelers were drawn into the activation space by a giant, plush Lila the Cow – Milka’s iconic mascot – and directed to a large monitor screen encouraging them to “share your kindness”.

On the screen, ‘kind actions’ such as waving and smiling were demonstrated, engaging shoppers to copy in a sequence of kind gestures. Along with receiving a digital Milka flavor recommendation to sample, the screen prompted shoppers to take a photo. With every printed photo, shoppers received a ‘kindness coupon’ to give to a loved one or anyone in need of an act of kindness. The coupon and photo could also be shared digitally, with the aim of creating a virtual kindness domino effect.

Adding to the activation’s tender spirit, shoppers received an original Milka Lilac Felt Bag as a gift with purchase and also had the opportunity to win their very own Lila the Cow plush toy through a scratch-and-win contest.

Philippe Moryl, Global Category Head of Confectionery, Food, Souvenirs & Toys at Dufry added: “We strive to provide our customers with unique shopping experiences – something memorable and authentic. The Milka ‘Share Your Kindness’ activation delivered just this. It was rewarding to see so many smiles on the faces of travelers, clearly uplifted by their interaction with this activation.” 

Michela Tasso, Senior Brand Manager Milka, Cadbury and Nordic Chocolate at Mondelez WTR, said: “With this activation, we exported the values of Milka out of the airport environment and into the hearts of travelers.  It delivered an emotional connection, reaching both Next-Gen and traditional travelers with its simple but powerful message.  We have already seen good success with the campaign in Barcelona with Dufry and we are looking forward to rolling it out to more locations in the coming months.”