Toblerone
Case Study
Diamond shaped - never square.
+41%
Have regularly
(26% C 36% E)
+26%
Consideration
(50% C 62% E)
+44%
Purchase intent
(32% CAT AVE 46% E)
+19%
Brand equity
(35% C 42% E)
Print to Digital
6.5x more cost effective in driving consideration
The Challenge
Toblerone aimed to shift from an airport brand to a premium icon with its “Never Square” ethos. In a competitive and fast-growing premium chocolate category, we needed to challenge perceptions and disrupt the status quo.
The Insight
Luxury marketing sets the bar for premium perception, no brand represents this better than Vogue. Toblerone partnered with Vogue for their first ever Australia integrated campaign.
The Idea
We created an immersive, multi-touchpoint experience — events, content, activations, packaging, and talent — positioning Toblerone as a symbol of creativity and luxury. Use Vogue’s Fashion Night Out (VFNO) event to launch designer Toblerone packs created by three new Australian designers who best fit the ethos of Never Square.
The campaign established Toblerone as a true player in the premium space with significant uplift across key brand metrics amongst a premium audience.
Perception LIFTS drove category growth and market share increases. These were capped off by new luxury distribution ranging with David Jones.
Among the core audience of Women 25-49 Consideration lifted 26% and having Toblerone regularly lifted 41%.
Products used:
-
Talent
-
Interactive Display
-
VFNO Sponsor
-
Advertorial
-
Digital on RON
Our campaign lifted Toblerone brand equity +19%
(36% control vs 42% exposed). This is a phenomenal outcome given the campaign spend.
+41%
Have regularly
(26% C 36% E)
+26%
Consideration
(50% C 62% E)
+44%
Purchase intent
(32% CAT AVE 46% E)
+19%
Brand equity(35% C 42% E)
Print to Digital
6.5x more cost effective in driving consideration
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