Press release
Mondelēz International Unveils New Toblerone Brand Platform and Premium Offerings in Key Markets
Introduces new brand positioning for Toblerone as a premium chocolate with “Never Square” campaignToblerone Truffles offer an exciting combination of the
About this update from Mondelez International, Inc.
[{"type":"text","content":"Introduces new brand positioning for Toblerone as a premium chocolate with “Never Square” campaignToblerone Truffles offer an exciting combination of the original taste of Toblerone with a new truffly experience and a unique diamond shapeTiny Toblerone expansion brings widely loved airport favorite to U.S. retail storesShareable packs of treat-sized chocolates help empower consumers to snack mindfully CHICAGO, Oct. 10, 2023 (GLOBE NEWSWIRE) -- Mondelēz International (Nasdaq: MDLZ) is evolving the widely loved Toblerone chocolate brand with innovative formats in key markets, bringing to life its updated brand signature “Never Square.” The iconic 115-year-old brand is supporting 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 are an exciting combination of the original taste of Toblerone with a new, velvety smooth truffle center and familiar bites of crunchy honey and almond nougat, wrapped in a unique diamond shape. The truffles recently made their debut in the United Kingdom, Switzerland, and Australia, as well as airport duty-free stores in key markets. They will expand to other countries next year.Tiny Toblerone packs are expanding to U.S. retailers, making the premium chocolate brand, once available predominantly in airports, accessible to a wider range of U.S. consumers. Tiny Toblerone packages are offered in two varieties: classic milk chocolate with honey and almond nougat, and a variety pack of milk, white and dark chocolates with honey and almond nougat.Gifting options became more personalized with Toblerone’s new online gifting platform, offering anothe...