Qatar Duty Free and Mondelēz World Travel Retail have launched Toblerone’s The Ultimate Gift campaign at Hamad International Airport, combining an exclusive travel retail experience with a global charity auction.
The centrepiece of the campaign is a collection of nine numbered and certified crystal replicas of a Toblerone Milk chocolate bar, handcrafted in Austria by Swarovski. Each bar is being displayed at a participating international airport, with Qatar Duty Free hosting bar number one in Doha.
The crystal bar travelled to Qatar from Swarovski Kristallwelten in Wattens, Austria, accompanied by content creator Sami Slimani, who documented its journey across Instagram and TikTok.
Passengers can now view the bar at a dedicated pop-up located in the airport’s South Node. The installation features royal blue and Toblerone red design elements, alongside refracted lighting inspired by the campaign’s crystal theme.
Global auction supports Education Above All
A QR code at the activation directs travellers to the campaign’s auction platform, where global bidding is open from 1 to 31 July 2026.
Proceeds from the Doha auction will support programmes run by the Education Above All Foundation, which works to expand access to education for children and young people affected by poverty, conflict and disaster.
Qatar Airways Group Chief Retail and Hospitality Officer Thabet Musleh said the campaign offers passengers more than a traditional retail experience by combining a unique airport activation with support for a meaningful cause.
He added that the campaign builds on the longstanding relationship between Qatar Airways Group and Education Above All Foundation, enabling bidders worldwide to contribute to education-focused programmes.
Limited-edition Toblerone gift box
The campaign also features a limited-edition Toblerone Ultimate Gift Box, decorated with Swarovski crystals and containing a Toblerone Milk chocolate bar.
Available exclusively through airport travel retail stores worldwide from July to September, the box also includes a Toblerone Crystal Luggage Tag.
Joost Rosmuller, Vice President and Managing Director of Mondelēz World Travel Retail, described the activation as a world-first luxury charity auction bringing together exclusivity, craftsmanship and philanthropy.
He said the campaign reflects a broader ambition to transform airports into destinations where passengers can discover experiences that go beyond conventional shopping.
Supporting access to education
Education Above All Foundation Partnership Director Dr. Mohd Abdulla Saleh said the initiative combines creativity, visibility and social purpose.
He noted that support generated through campaigns such as this helps expand access to quality education for children and young people affected by poverty, conflict and crisis, while encouraging collective action to create meaningful opportunities for vulnerable communities.
The activation is now open to passengers travelling through Hamad International Airport, with bidding continuing until the end of July.
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