The Toblerone campaign, ideated by creative agency LePub Milan and implemented by Publicis Media UK, aims to reassure anyone uncertain about the success of their gifts by suggesting that any present is undeniably better when you add a Toblerone diamond.
Zurich, December 5th, 2024 – Toblerone, the iconic premium chocolate brand, unveils its festive season campaign featuring new diamond-shaped Truffles, cleverly aligning with the high demand for diamonds, one of the top-searched gifts during this time, to enhance its appeal.
The new campaign, ‘Whatever You Gift, Add a Diamond (Just in Case),’ sees Toblerone Truffle ads featured across UK, Switzerland and Australia. The ads will suggest to shoppers to “add a (Toblerone Truffles) diamond, just in case” when out buying their festive gifts. The idea is to show that any gift, no matter what people are purchasing, can be made even more special with a Toblerone Diamond Truffle. After all, who doesn’t love diamonds?
Toblerone will take over shop fronts across London, with OOH digi-vans strategically placed near key gifting locations across the city that will dynamically serve creative content tailored to the nearest stores. The activation will feature Toblerone Truffle ads at high-traffic locations, as well as leveraging influencer marketing, to create a remarkable multi- touchpoint takeover of the festive season across the country.
To shape the campaign’s unique creative strategy, LePub and Publicis Media worked with Google to produce some proprietary research analyzing consumer insights and spending habits. This research provided the blueprint for targeting Toblerone audiences, such as those that like to plan, and those that leave shopping to the last minute, personalizing the messaging to each target audience. For example, encouraging advanced planners to ‘learn more,’ while offering last-minute shoppers the option to ‘buy now’.
To take the campaign even further, Toblerone has partnered with iconic luxury landmark and department store, Selfridges, which will see the brand have its own dedicated shop window at the shop entrance as well as – and for the first time ever – its very own Toblerone-branded pop-up gift wrapping station in-store. Shoppers will be able to add a Toblerone diamond to any gift purchased in store.
Magali Mirault, Senior Global Brand Director, Toblerone, shared her thoughts on the campaign, stating, “Toblerone is one of the world’s most iconic chocolate brands, founded in Switzerland in 1908. Toblerone positions itself as the ideal gift companion for any occasion, especially in this time of the year. We are constantly committed to honor the brand’s unique legacy and make it thrive, always with this unique touch of humor and originality that has been ours since the origins. This campaign supports exactly this purpose, and we are more than excited to see our diamond Truffles shine throughout the festive season.”
According to Mihnea Gheorghiu, Co-CCO of LePub: “Other brands can push however they want to set themselves as the perfect gift, but they cannot guarantee that people will feel 100% certain that their gift is the perfect one. Well, with the addition of diamonds, now they do.”
Paige Tilley, Business Director at Publicis Media UK states that: “Breaking traditional media rules this Christmas will place Toblerone Truffles at the heart of the season. We have truly combined creative and media innovation this year to cut through the noise at the busiest time of year.”
This creativity taps into the cultural significance of diamonds, reimagining it in an unconventional way. To strike the perfect balance between premiumness and playfulness, the campaign was crafted with the expertise of photographer Chelsea Kyle, known for her keen eye for fashion and playful iconicity.
This season’s campaign runs in the UK from November, and Switzerland, Ireland, Australia, New Zealand and US from the second half of November, following the successful launch of the Toblerone diamond truffles, rooted in the ‘Never Square’ attitude, and giving rise to an original perspective on the category expressed with enthusiasm and wit.
