{"id":4829,"date":"2023-04-18T11:24:41","date_gmt":"2023-04-18T15:24:41","guid":{"rendered":"https:\/\/advertisingweek.com\/aw360\/2023\/04\/18\/toblerone-celebrates-quirkiness-for-relaunch\/"},"modified":"2026-05-07T12:15:55","modified_gmt":"2026-05-07T16:15:55","slug":"toblerone-celebrates-quirkiness-for-relaunch","status":"publish","type":"post","link":"https:\/\/advertisingweek.com\/aw360\/news\/toblerone-celebrates-quirkiness-for-relaunch\/4829\/","title":{"rendered":"Toblerone Celebrates Quirkiness For Relaunch"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\">By AWLearn<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">So, Toblerone has announced that it\u2019s removing the iconic mountain imagery from its packaging!<\/p>\n\n\n\n\n\n\n\n<figure class=\"wp-block-image aligncenter size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1876\" height=\"677\" src=\"https:\/\/network.advertisingweek.com\/wp-content\/uploads\/sites\/3\/2023\/04\/toblerone_packaging.png\" alt=\"\" class=\"wp-image-4831\" srcset=\"https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2023\/04\/toblerone_packaging.png 1876w, https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2023\/04\/toblerone_packaging-300x108.png 300w, https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2023\/04\/toblerone_packaging-1024x370.png 1024w, https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2023\/04\/toblerone_packaging-768x277.png 768w, https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2023\/04\/toblerone_packaging-1536x554.png 1536w\" sizes=\"auto, (max-width: 1876px) 100vw, 1876px\" \/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">But does it really matter to their consumers? Did you even know that the mountain image on the distinctive packaging was the famous Swiss mountain, the Matterhorn? Or why that\u2019s significant? Or where the mountain bear will live now? Will this affect your decision to buy a jumbo-sized bar next time you\u2019re at the airport? Probably not.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">And anyway\u2026Toblerone is so much\u00a0more than just mountains.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">So, when Mondelez were looking to relaunch Toblerone to make it more relevant and resonant in the modern world, they looked into what sets the iconic chocolate brand apart. \u00a0And they found a heritage as unique as its shape.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Dare To Be Different\u2026Be More Triangle<\/strong><\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Theodor Tobler, the Swiss pioneer of the iconic chocolate brand, was a true progressive who, over 110 years ago, fought for women\u2019s rights, advocating state-paid maternity leave in a country that didn\u2019t give women the right to vote until the 1970s.<\/p>\n\n\n\n\n\n\n\n<figure class=\"wp-block-image aligncenter size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1280\" height=\"720\" src=\"https:\/\/network.advertisingweek.com\/wp-content\/uploads\/sites\/3\/2023\/04\/theodor-tobler.jpg\" alt=\"\" class=\"wp-image-4832\" srcset=\"https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2023\/04\/theodor-tobler.jpg 1280w, https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2023\/04\/theodor-tobler-300x169.jpg 300w, https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2023\/04\/theodor-tobler-1024x576.jpg 1024w, https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2023\/04\/theodor-tobler-768x432.jpg 768w\" sizes=\"auto, (max-width: 1280px) 100vw, 1280px\" \/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">And outside of his social advocacy, when he was designing his chocolate product, he was just as progressive. He fought against the stuffy, status-driven Swiss chocolate industry, and came up with a new way to do things.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">In a world of squares, he made triangles.<\/p>\n\n\n\n\n\n\n\n<figure class=\"wp-block-image aligncenter size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"896\" height=\"393\" src=\"https:\/\/network.advertisingweek.com\/wp-content\/uploads\/sites\/3\/2023\/04\/world-of-squares.jpg\" alt=\"\" class=\"wp-image-4833\" srcset=\"https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2023\/04\/world-of-squares.jpg 896w, https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2023\/04\/world-of-squares-300x132.jpg 300w, https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2023\/04\/world-of-squares-768x337.jpg 768w\" sizes=\"auto, (max-width: 896px) 100vw, 896px\" \/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">And it was this uniqueness that Mondelez and their partners, Media.Monks and Bulletproof, used as inspiration for their relaunch.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">They devised a tagline that fed their strateg<em>y, Your quirk is a gift\u2026be more trian<\/em>gle.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Like Tobler, this mantra celebrated difference, quirkiness, the unique values that make us who we are, and this was the inspiration for their end-to-end business transformation through product, brand and experience. Premium, quirk-filled and human-first\u2026always.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Digital-First Approach<\/strong><\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Phase one was to create a fresh design expression, a new face of Toblerone, and disseminating it through a new DTC platform and strategy. The results were staggering. Compared to their old website, web transactions were up 377%, they saw 3x revenue and 53% uplift in engagement. You can watch the team talk through their approach\u00a0<a href=\"http:\/\/archive.advertisingweek.com\/replay\/content\/-video\/europe-2022-id382-05-17-be-more-triangle-how-to-use-your-quirk-to-capture-consumers-attention\">here<\/a>.<\/p>\n\n\n\n\n\n\n\n<figure class=\"wp-block-image aligncenter size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1223\" height=\"652\" src=\"https:\/\/network.advertisingweek.com\/wp-content\/uploads\/sites\/3\/2023\/04\/toblerone-new-face.jpg\" alt=\"\" class=\"wp-image-4834\" srcset=\"https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2023\/04\/toblerone-new-face.jpg 1223w, https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2023\/04\/toblerone-new-face-300x160.jpg 300w, https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2023\/04\/toblerone-new-face-1024x546.jpg 1024w, https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2023\/04\/toblerone-new-face-768x409.jpg 768w\" sizes=\"auto, (max-width: 1223px) 100vw, 1223px\" \/><\/figure>\n\n<p class=\"wp-block-paragraph\"><strong>Tip Of The Mountain<\/strong><\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">This is just the beginning of the brand relaunch, and although the Matterhorn will be no more, Toblerone will continue to celebrate the traits that make it, and its consumers, unique, as the Mondelez team continue to make their brand as progressive as their founder.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Not a bad mantra to live by, Be More Triangle.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\"><em>-Stu<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"<p>When Mondelez were looking to relaunch Toblerone, they looked into what sets the iconic chocolate brand apart.<\/p>\n","protected":false},"author":7,"featured_media":4830,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","editor_notices":[],"footnotes":""},"categories":[1],"tags":[3],"topics":[2],"class_list":["post-4829","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news","tag-brands-marketers","topics-editorial"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v28.0 (Yoast SEO v28.0) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Toblerone Celebrates Quirkiness For Relaunch | AW360<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/advertisingweek.com\/aw360\/news\/toblerone-celebrates-quirkiness-for-relaunch\/4829\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" 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