Mondelēz World Travel Retail has unveiled a partnership between alpine milk chocolate brand Milka and board game brand Monopoly.
The collaboration has brought the two family-favorites together for the first time in a new gaming experience, offering consumers the chance to win prizes and buy special-edition packs across the full Milka range.
Monopoly has a high awareness among Gen Z and Millennials; two generations which make up over 60% of Milka buyers in travel retail.
The joint campaign is available in selected airports across Europe and Latin America in Q2 and Q3 2026.
Mondelēz is leveraging “nostalgia and worldwide awareness” of Monopoly across all ages to transform airport shopping into an “interactive and rewarding activity” across multiple touchpoints within the Milka portfolio.
The collaboration is being reinforced through key visuals, floor decorations, and in-store digital screens, as well as dedicated shelf communication. The latter will include branded gondola ends and HPP installations with a ‘Play to Win’ call to action.
‘Play to win’ instant rewards include two collectable limited-edition Milka x Monopoly game sets: Classic Monopoly Board Game and travel size Monopoly Deal in a tin.
The campaign also incorporates retailer-exclusive initiatives and engagement activities. This includes rewards for Avolta’s loyalty programme participants, including a ‘Money Can’t Buy’ prize of fourMilka Alpine Milk, tickets to the Monopoly Lifesized Experience in London.
Joost Rosmuller, VP & Managing Director at Mondelēz World Travel Retail, said: “Milka and Monopoly are two brands that connect generations – one through taste, the other through play – and together they give us a powerful way to follow the traveller through the airport: from the first visual trigger to in-store activation to the collectible they take home.
“That journey from awareness to conversion is what Destination: Value is all about. When you combine a brand people love with a mechanic that rewards curiosity, you turn a routine airport shop into something people remember – and that’s where incremental growth lives.”
The Milka x Monopoly campaign embodies Mondelēz’s Destination: Value vision centred around driving consideration, penetration, volume and value.