Iconic Brand’s Updated Signature


Mondelēz International is evolving the widely loved Toblerone chocolate brand with innovative formats in key markets, bringing its updated brand signature ‘Never Square’ to life.

The iconic 115-year-old brand supports the new positioning with significant investments in premium product offerings, marketing and advertising, and expanded distribution. Inspired by luxury brands, the global ‘Never Square’ campaign looks at conventions and standards with a cheeky, authentic point of view, positioning Toblerone as a premium chocolate offering.

“We’re excited and inspired by the new brand platform, ‘Never Square,’ which pays homage to the values embodied by founder Theodor Tobler,” said Mie-Leng Wong, Senior Vice President of Global Brands at Mondelēz International.

“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.”

In line with the brand’s refreshed style and messaging are new premium product offerings and gifting options: Toblerone Truffles, which are an exciting combination of the original taste of Toblerone with a new, velvety smooth truffle centre and familiar bites of crunchy honey and almond nougat, wrapped in a unique diamond shape. The truffles recently debuted in the United Kingdom, Switzerland, and Australia and airport duty-free stores in key markets, with expansion to other countries expected next year.

Tiny Toblerone packs have expanded to USA retailers, making the premium chocolate brand, once available predominantly in airports, accessible to a broader range of US consumers. Tiny Toblerone packages are offered in two varieties: classic milk chocolate with honey and almond nougat and a variety of milk, white and dark chocolates with honey and almond nougat.

Gifting options became more personalised with Toblerone’s new online gifting platform, offering another way to embrace individuality. Launched last year on the Toblerone website, it allows customers to choose from a curated assortment of formats, flavours, and sleeve designs and add their message on packaging.

The updated creative approach for the brand shines through in UK advertisements promoting Toblerone Truffles, which feature gemstone-shaped chocolates as luxury jewellery. Additional creative elements will roll out in other markets in the coming months.

Along with updating the brand’s positioning, offering Toblerone in these smaller sizes supports the company’s goal of continuing to provide a wide variety of portion sizes and shareable options to help people enjoy chocolate as part of a balanced lifestyle and mindful diet. In Mondelēz’s 2022 State of Snacking Report, 78 percent of survey respondents across 12 countries said they savour indulgent snacks, and 61 percent said they take time to portion snacks before eating them.

“Savoring an appropriate portion of a treat like chocolate and focusing on truly experiencing it with all your senses can help make it easier to enjoy snacking as part of a balanced lifestyle fully,” said Michelle Pickering, Senior Vice President of research and Development for Global Chocolate and Cocoa at Mondelēz International.

Mondelēz previously announced its ambition to generate 90 percent of revenue through its core categories of chocolate, biscuits and baked snacks. Because premium chocolate is fast growing, the company is significantly accelerating its focus with additional Toblerone offerings, including pralines similar to the UK truffles and personalised gifting options, rolling out in numerous markets.