Toblerone Says “Chocolate Like Nobody’s Watching”… But Everyone Definitely Is

For brands to burst through the clutter and build long-lasting memories, creating a narrative that breaks category conventions is an obvious way to ensure people’s attention is captured.

But zigging when everyone else is zagging naturally comes with risks. A creative approach that is aligned with people’s expectations of the brand is essential for building and strengthening memory structures. Our experience repeatedly shows that going too far off the wall can lead to confusion—owing to a mismatch with pre-existing ideas and expectations of the brand or category. So, how much can a creative get creative in order to stand out but still be effective?

Fortunately, the question isn’t how far advertising can push the boundaries in the creativity stakes, but rather what levers can be pulled to make sure these memories are ultimately remembered for the brand.

This is particularly relevant for brands looking to shift their positioning in an attempt to find clear space to exist within. For Toblerone, the brand’s goal was to “redefine what chocolate indulgence really means.” For the agency behind it (LePub,) this meant taking an absurdist wrecking ball to conventional expectations of the premium chocolate category.

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While the execution began in a familiar enough fashion for a high-end brand, featuring an opulent European hotel lobby and lushly furnished settings (all backed by classic Strauss light opera,) things quickly took an unexpected turn.

As the music swelled, the shift from more traditional category tropes became obvious. Gone was luxury and in its place more everyday, including a convenience store, hairdresser, and subway. Gone too were the glamourous models, replaced by extreme close ups of more regular folk—no longer delicately nibbling on the chocolate, but instead all out wrestling their mouths around the gigantic triangles.

The approach certainly nailed the brief of making a bold statement, stirring equal parts excitement and visceral irritation. But with the ad flying in the face of everything people know and expect from the brand (thus removing easy mental shortcuts,) would people ultimately just remember the unique visuals and little else?

Here, the power of Distinctive Brand Assets came to the fore. Utilizing the chocolate’s unique shape and size as the centerpiece for the cinematic narrative not only visually represented the brand, but it played into the ownable territory of Toblerone being a bit of a mouthful. Coupled with some cleverly integrated red and yellow décor and attire, the ad immediately screamed “Toblerone.”

The result was some of the brand’s more traditional impressions around premium taste taking a slight hit in the creative process, with perceptions of Toblerone being a fun brand that everyone can enjoy the more prominent takeaway—ensuring the objectives of the ad were well and truly delivered upon.

Ultimately, though, advertising should ideally both look and feel like the brand to firmly embed it in people’s long-term memories. But sometimes, of course, broader objectives call for something a little unexpected. In these moments, the presence of strong, consistent brand assets becomes even more essential—acting as the connective tissue that ensures even the most unorthodox creative still builds meaningful brand associations. Toblerone’s campaign proves that bold, unconventional storytelling can still be effective—so long as the brand maintains an unmistakable presence throughout.

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