And anyway…Toblerone is so much more than just mountains.
So, when Mondelēz was 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. And they found a heritage as unique as its shape.
Dare To Be Different…Be More Triangle
Theodor Tobler, the Swiss pioneer of the iconic chocolate brand, was a true progressive who, over 110 years ago, fought for women’s rights, advocating state-paid maternity leave in a country that didn’t give women the right to vote until the 1970s.
In a world of squares, he made triangles.
They devised a tagline that fed their strategy, Your quirk is a gift…be more triangle.
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…always.
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 here.
Tip Of The Mountain
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 Mondelēz team continue to
make their brand as progressive as their founder.
Not a bad mantra to live by, Be More Triangle.