Mondelez International is set to transform the iconic Toblerone chocolate brand by introducing innovative formats in key markets as it ushers in the revamped brand signature ‘Never Square.’ With a heritage spanning 115 years, the beloved Toblerone brand is embracing this fresh direction with substantial investments in premium product offerings, extensive marketing campaigns, expanded distribution channels, and an authentically cheeky take on industry norms.
Taking inspiration from the world of luxury brands, the global ‘Never Square’ campaign challenges conventions and standards, positioning Toblerone as a premium chocolate offering. Mie-Leng Wong, Senior Vice President of Global Brands at Mondelez International, expressed her excitement, stating, “We’re thrilled and motivated by the new brand platform, ‘Never Square,’ which pays homage to the values embodied by founder Theodor Tobler. He embraced originality and created a triangular chocolate in a world of squares, and this platform is our way of inspiring people to do just that.”
In keeping with the brand’s fresh style and messaging, Toblerone is unveiling a range of new premium product offerings and gifting options:
- Toblerone Truffles: These delectable truffles combine the classic Toblerone flavour with a velvety smooth truffle centre, adorned with familiar hints of crunchy honey and almond nougat, all wrapped in a unique diamond shape. The truffles have made their debut in the United Kingdom, Switzerland, and Australia, including airport duty-free stores in key markets, with plans to expand to additional countries next year.
- Tiny Toblerone Packs: These packs, once primarily found in airports, are now expanding to retailers in the United States. They offer two varieties: the classic milk chocolate with honey and almond nougat and a variety pack of milk, white, and dark chocolates with honey and almond nougat.
- Online Gifting Platform: Toblerone has introduced a new online gifting platform to personalize gifting options further. The platform, available at www.toblerone.co.uk, allows customers to select from a curated array of formats, flavours, and sleeve designs, as well as add their personal messages to the packaging.
The refreshed creative approach for the brand is prominently featured in UK advertisements promoting Toblerone Truffles, which showcase the gemstone-shaped chocolates as luxury jewellery. Additional creative elements will be unveiled in other markets in the coming months.
Notably, the introduction of smaller Toblerone sizes aligns with the company’s mission to offer a diverse range of portion sizes and shareable options, making it easier for people to enjoy chocolate as part of a balanced lifestyle and mindful diet. In Mondelez’s 2022 State of Snacking Report, 78% of survey respondents across 12 countries indicated that they take time to savour indulgent snacks, and 61% noted that they portion out snacks before consuming them.
According to Michelle Pickering, Senior Vice President of Research & Development for Global Chocolate and Cocoa at Mondelez International, “Savouring an appropriate portion of a treat like chocolate and focusing on truly experiencing it with all your senses can help make it easier to fully enjoy snacking as a part of a balanced lifestyle.”