Toblerone rebrand - Best Use of Art Direction & Design Winner - Bulletproof - The Independent Agency Awards 2023

Campaign Summary:

Premium chocolate was seeing double-digit growth, and Toblerone wanted a piece. Dreamt up amongst the Swiss Alps in 1908, the brand had become the duty-free chocolate of choice. Then Covid hit, accelerating e-comm’s lift-off while grounding international travel, and with it, more than 20% of the brand’s revenue stream. Toblerone needed to pivot earlier, faster and with a bigger push to D2C, but the brand was aligned more to the place it was purchased than the people who purchased it. To drive growth, Toblerone needed to exist in culture, not just the airport.