If you’ve ever come across that iconic triangular box that has become synonymous with the Toblerone name, you already know why this brand is wildly popular. Mondelēz International is evolving the brand with innovative formats that deliver on its updated brand signature: “Never Square.” Significant investments in premium product offerings, marketing and advertising, and expanded distribution are all part of this strategic play.
“We’re excited and inspired by the new brand platform, ‘Never Square,’ which pays homage to the values embodied by founder Theodor Tobler,” said Mie-Leng Wong, Senior Vice President of Global Brands. “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.”
The global Never Square campaign looks at conventions and standards with a cheeky, authentic point of view, positioning Toblerone as a premium chocolate offering. In line with the brand’s refreshed style and messaging are new premium product offerings and gifting options, including:
United Kingdom advertisements are promoting Toblerone Truffles and additional creative elements will roll out in other markets in the coming months. An example of the Never Square creative can be viewed here, and a 30-second Toblerone Truffles campaign here.
Offering Toblerone in smaller sizes also supports the company’s goal of continuing to provide a wide variety of portion sizes and shareable options to help people enjoy chocolate as part of a balanced lifestyle and mindful diet.
“Savoring 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 part of a balanced lifestyle,” said Michelle Pickering, Senior Vice President, Research and Development for Global Chocolate and Cocoa.
For more details about this brand evolution, click here.
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