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Toblerone turns triangles into diamonds in new “Never Square” campaign

Mondelez has refreshed its 115-year-old chocolate brand, Toblerone, by introducing new formats and giving it an updated signature, Never Square”. Luxury labels inspire the new global “Never Square” campaign and take a playful, authentic approach to conventions and standards, positioning Toblerone as a premium chocolate offering. Toblerone aims to enhance its market position by investing more in premium products, marketing, advertising, and distribution channels. Mie-Leng Wong, senior vice president of Global Brands at Mondelez International, says the new branding pays homage to the values embodied by Toblerone founder Theodor Tobler. “He embraced originality and created a triangular chocolate in a world of squares, and this platform is our way of inspiring people to do just that,” remarked Wong. In line with its refreshed style, Toblerone has launched several products and gifting options, including Toblerone Truffles, a combination of the original Toblerone taste with a new, velvety smooth truffle centre and bites of crunchy honey and almond nougat wrapped in a unique diamond shape. The truffles recently debuted in the United Kingdom, Switzerland, and Australia and airport duty-free stores in key markets. The company plans to introduce the range to other countries next year. The brand has also introduced Tiny Toblerone, which comes in two varieties: classic milk chocolate with honey and almond nougat and a variety of milk, white, and dark chocolates with honey and almond nougat. According to the company, offering Toblerone in smaller sizes supports its goal of providing a wide range of portion sizes and shareable options. “Savoring an appropriate portion of a treat like chocolate and focusing on truly experiencing it with all your senses can help make it easier to enjoy snacking as a part of a balanced lifestyle fully,” added Michelle Pickering, senior vice president of research and development for Global Chocolate and Cocoa at Mondelēz International. Toblerone turns triangles into diamonds with new Never Square campaign (1)
(Source: Supplied)

Mondelez has refreshed its 115-year-old chocolate brand, Toblerone, by introducing new formats and giving it an updated signature, “Never Square”.

Inspired by luxury labels, the new global “Never Square” campaign takes a playful, authentic approach to conventions and standards, positioning Toblerone as a premium chocolate offering.

The company said it aims to enhance its market position by investing more in premium products, marketing, advertising, and distribution channels.

Mie-Leng Wong, senior VP of Global Brands at Mondelez International, says the new branding pays homage to the values embodied by Toblerone founder Theodor Tobler. 

“He embraced originality and created a triangular chocolate in a world of squares, and this platform is our way of inspiring people to do just that,” remarked Wong.

In line with its refreshed style, Toblerone has launched several products and gifting options, including Toblerone Truffles, a combination of the original Toblerone taste with a new, velvety smooth truffle centre and bites of crunchy honey and almond nougat wrapped in a unique diamond shape; and Toblerone Pralines featuring a smooth and velvety centre with tiny pieces of crunchy honey and almond nougat

The truffles recently debuted in the UK, Switzerland, and Australia and airport duty-free stores in key markets. The company plans to introduce the range to other countries next year. 

The brand has also introduced Tiny Toblerone, which comes in two varieties: classic milk chocolate with honey and almond nougat and a variety of milk, white, and dark chocolates with honey and almond nougat.

According to the company, offering the chocolate in smaller sizes supports its goal of providing a wide range of portion sizes and shareable options.

“Savouring an appropriate portion of a treat like chocolate and focusing on truly experiencing it with all your senses can help make it easier to enjoy snacking as a part of a balanced lifestyle fully,” added Michelle Pickering, senior VP of research and development for global chocolate and cocoa at Mondelez International.

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