Mondel\u0113z World Travel Retail\u00a0has unveiled a partnership between alpine milk chocolate brand Milka and board game brand Monopoly.<\/p>\n
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.<\/p>\n
Monopoly has a high awareness among Gen Z and Millennials; two generations which make up over 60% of Milka buyers in travel retail.<\/p>\n
The joint campaign is available in selected airports across Europe and Latin America in Q2 and Q3 2026.<\/p>\n
Mondel\u0113z is leveraging \u201cnostalgia and worldwide awareness\u201d of Monopoly across all ages to transform airport shopping into an \u201cinteractive and rewarding activity\u201d across multiple touchpoints within the Milka portfolio.<\/p>\n
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 \u2018Play to Win\u2019 call to action.<\/p>\n
\u2018Play to win\u2019 instant rewards include two collectable limited-edition Milka x Monopoly game sets: Classic Monopoly Board Game and travel size Monopoly Deal in a tin.<\/p>\n
The campaign also incorporates retailer-exclusive initiatives and engagement activities. This includes rewards for Avolta\u2019s loyalty programme participants, including a \u2018Money Can\u2019t Buy\u2019 prize of fourMilka Alpine Milk, tickets to the Monopoly Lifesized Experience in London.<\/p>\n
Joost Rosmuller, VP & Managing Director at Mondel\u0113z World Travel Retail, said: \u201cMilka and Monopoly are two brands that connect generations \u2013 one through taste, the other through play \u2013 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.<\/p>\n
\u201cThat 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 \u2013 and that\u2019s where incremental growth lives.\u201d<\/p>\n
The Milka x Monopoly campaign embodies Mondel\u0113z\u2019s Destination: Value vision centred around driving consideration, penetration, volume and value.<\/p>\n","protected":false},"excerpt":{"rendered":"Mondel\u0113z World Travel Retail\u00a0has unveiled a partnership between alpine milk chocolate brand Milka and board game brand Monopoly.…\n","protected":false},"author":2,"featured_media":474233,"comment_status":"","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[6],"tags":[15949,85,46,220261,220262,8785,125],"class_list":["post-474232","post","type-post","status-publish","format-standard","has-post-thumbnail","category-technology","tag-chocolate","tag-il","tag-israel","tag-milka","tag-mondelez-world-travel-retail-wtr","tag-monopoly","tag-technology"],"_links":{"self":[{"href":"https:\/\/www.newsbeep.com\/il\/wp-json\/wp\/v2\/posts\/474232","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.newsbeep.com\/il\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.newsbeep.com\/il\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/il\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/il\/wp-json\/wp\/v2\/comments?post=474232"}],"version-history":[{"count":0,"href":"https:\/\/www.newsbeep.com\/il\/wp-json\/wp\/v2\/posts\/474232\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/il\/wp-json\/wp\/v2\/media\/474233"}],"wp:attachment":[{"href":"https:\/\/www.newsbeep.com\/il\/wp-json\/wp\/v2\/media?parent=474232"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.newsbeep.com\/il\/wp-json\/wp\/v2\/categories?post=474232"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.newsbeep.com\/il\/wp-json\/wp\/v2\/tags?post=474232"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}