Mondelēz International (Nasdaq: MDLZ) has unveiled a transformative shift for its iconic Toblerone chocolate brand, introducing innovative formats and a refreshed brand signature, “Never Square.” The move is supported by substantial investments in premium product offerings, marketing, advertising, and expanded distribution in key markets.
Inspired by luxury brands, the global “Never Square” campaign challenges conventions with a cheeky, authentic perspective, positioning Toblerone as a premium chocolate offering. Mie-Leng Wong, Senior Vice President of Global Brands at Mondelēz International, expressed enthusiasm for the new brand platform, stating, “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.”
Aligned with the updated brand positioning, Toblerone introduces new premium products and gifting options. Toblerone Truffles, featuring an enticing blend of the original Toblerone taste with a velvety truffle center in a distinctive diamond shape, have debuted in the United Kingdom, Switzerland, and Australia, expanding to other countries in the coming year. Tiny Toblerone packs, previously exclusive to airports, are now available in U.S. retail stores, providing wider access to the premium chocolate brand.
To enhance the gifting experience, Toblerone has launched a personalized online gifting platform, allowing customers to select from a curated assortment of formats, flavors, and sleeve designs while adding personal messages on packaging.
The “Never Square” creative approach is showcased in U.K. advertisements, portraying Toblerone Truffles as luxurious gemstone-shaped chocolates. Further creative elements will roll out in various markets in the coming months.
In addition to the brand’s updated positioning, offering Toblerone in smaller sizes aligns with Mondelēz’s commitment to providing diverse portion sizes and shareable options. This supports individuals in enjoying chocolate as part of a balanced lifestyle, in line with Mondelēz’s 2022 State of Snacking Report, which highlights the importance of savoring indulgent snacks.
Mondelēz’s strategic focus on premium chocolate is underscored by its goal to generate 90% of revenue from core categories, including chocolate, biscuits, and baked snacks. This commitment is further reflected in the accelerated focus on Toblerone offerings, including pralines and personalized gifting options, set to launch in numerous markets.