Summary
Toblerone built its position as the world’s leading duty-free chocolate over decades. When international travel collapsed during Covid, the brand lost more than 20% of its revenue overnight. The airport wasn’t coming back any time soon, and the brand needed a new way to reach people.
Scope
We developed a direct-to-consumer strategy that shifted how the brand went to market. Central to this was a personalisation offering — the first in Toblerone’s history. Given the product has always been purchased as a gift, personalisation sharpened its appeal and gave consumers a genuine reason to seek it out independently of travel retail. This was extended further through seasonal gifting campaigns and limited-edition releases, creating urgency and repeat purchase occasions throughout the year rather than relying on a single gifting moment. A product extension was also developed and taken into mainstream retail, broadening the brand’s commercial footprint.
On the identity side, the work focused on making better use of what already existed. A refreshed colour palette, updated product brand mark, new packaging design, and a considered approach to product photography brought more coherence and energy to the brand’s visual presence. Campaign assets were built to work across channels rather than defaulting to traditional retail formats.
The brand platform — Never Square. Be More Triangle. — gave the brand a distinctive voice grounded in its most recognisable physical characteristic. Where most confectionery brands default to warmth and occasion, this positioned Toblerone against the category by leaning into what makes it different.