Milan, 29 May 2026 – LePub believes creativity performs at its best when it moves at the speed of culture. As one of the internet’s biggest automotive design debates went viral across social media, news outlets and online communities, Toblerone responded with a simple yet unmistakably brand-led intervention.
Created by LePub, the post reimagined Toblerone’s iconic triangular packaging with rounded edges, accompanied by the statement: “THIS IS NOT HAPPENING.” The message was then reinforced with a playful clarification: “Rounded is not our thing. We always keep the angles.”
What started as a real-time response quickly became part of the wider cultural conversation, generating significant organic engagement and widespread media attention across marketing, design, business and automotive publications.
The activation is the latest example of LePub’s approach to building brands that are not simply present in culture but actively participate in it. Expressing through billboards, timelines, campaigns and conversations, creativity today has the goal to bring labels into people’s lives by embedding them into their personal behaviours.
Rather than reacting to trends for the sake of visibility, the agency focuses on helping brands identify authentic entry points into conversations people are already having. In Toblerone’s case, one of the brand’s most distinctive assets— its iconic triangular shape, became the catalyst for joining a debate in a way that felt both timely and unmistakably true to the brand.
Magali Mirault, Senior Marketing Director Toblerone Global said “One of Toblerone’s greatest strengths is that its shape is instantly recognisable around the world. This moment gave us a natural opportunity to engage with culture in a way that felt timely and true to the brand. The reaction showed that when brands truly own what makes them distinctive, it can genuinely resonate with people.”
Bruno Bertelli, Global CEO, LePub and Global Chief Creative Officer, LePub Worldwide said: “Culture moves faster than campaigns ever could. Brands today have an opportunity to earn relevance by contributing to conversations as they unfold, rather than waiting to interrupt them. The key is not simply reacting quickly, but doing so in a way that is authentic to the brand. Toblerone has owned its distinctive triangular shape for generations, so when this conversation
emerged, it gave us a natural and credible way to participate. The result shows that when creativity is rooted in brand truth, even the simplest ideas can travel far beyond paid media.”
As culture continues to evolve in real time, LePub remains committed to creating ideas that don’t just capture attention, but earn a place in the conversations shaping contemporary culture.
