Resource Type: Case Studies
Tag: Studios
Tag: Food & Beverage
CASE STUDY
Christmas - A World of Never Square
Christmas is the pinnacle moment in the annual chocolate calendar. For Toblerone, maximising brand engagement and product sales at Christmas is crucial to the overall strategy of the business. Toblerone had a brand-new trump card for marketing Christmas 2023: a new personalised advent calendar. In addition to this, Toblerone’s personalised Christmas sleeves had been a primary seller for years.
This meant Toblerone was facing a creative and marketing challenge: how to give the advent calendar a strong new product launch whilst also bringing the warmth, reliability and heritage of Toblerone and its well-established, well-loved personalised sleeves and other flavours and formats at Christmas.
Resource Type: Case Studies
CASE STUDY
Christmas - A World of Never Square
Christmas is the pinnacle moment in the annual chocolate calendar. For Toblerone, maximising brand engagement and product sales at Christmas is crucial to the overall strategy of the business. Toblerone had a brand-new trump card for marketing Christmas 2023: a new personalised advent calendar. In addition to this, Toblerone’s personalised Christmas sleeves had been a primary seller for years.
This meant Toblerone was facing a creative and marketing challenge: how to give the advent calendar a strong new product launch whilst also bringing the warmth, reliability and heritage of Toblerone and its well-established, well-loved personalised sleeves and other flavours and formats at Christmas.
The Challenge
We knew we had a wide range of products to showcase, each deserving equal prominence. Creatively, we needed to reflect the cultural context, capture the spirit of the Christmas season, and stay true to the brand identity.
With the ‘never Square’ brand positioning, the magical nature of Christmas, and the challenge of spotlighting both new and existing products, we had the perfect ingredients for a standout creative idea: the Chocolate Factory.
The Solution
The Chocolate Factory design drew on Toblerone’s iconic triangular shapes to highlight the magic, surprise, and delight of the season. It reinforced the idea that Christmas, like the brand and its festive factory, is ‘never square.’
Beyond creating a distinctive brand world, the Chocolate Factory offered a flexible creative platform. It gave us the opportunity to bring consumers into the heart of the process, showcasing the care and quality behind each product.
The abstract visuals of the factory helped to build a behind-the-scenes feel, with products moving along a conveyor belt and arriving in a front-room setting designed to feel warm and cosy. To launch the advent calendar, we developed a new set of assets that remained fully aligned with the wider campaign.
The Results
Our campaign helped Toblerone make a mark on the festive season. All sales targets were met, and the advent calendar sold out in just 5 days.