Toblerone’s Campaign Breaks Free from Chocolate Clichés

Toblerone has launched a new global campaign, “Chocolate Like Nobody’s Watching”, to speak directly to those who crave authentic experiences and reject the pressure to conform. This unique campaign not only celebrates the joy of chocolate but also encourages individuals to embrace their true selves, one bite at a time, in a way that no other chocolate campaign has done before. The campaign focuses on how beautiful giving into chocolate can be, with scenes and portraits of people enjoying Toblerone chunks without fear of judgment.

Toblerone’s Fresh Perspective on Indulgence

According to the press release, the campaign started with a film directed by acclaimed Danish filmmaker Martin Werner, supported by a series of striking still portraits captured by renowned fashion photographer Amy Lombard. The visuals are not just engaging but also challenge the traditional perception of chocolate consumption.

The campaign boldly challenges cultural norms by featuring intriguing characters at work, at home, on the bus, and even in a hair salon, fully indulging in Toblerone bites in an almost animalistic way—yet still looking effortlessly elegant. Throughout the campaign, we see full mouths, distorted faces, and pointy cheeks—all in settings where we’re usually told to suppress our primal instincts and act in a way that feels anything but natural. This is a call to embrace our true desires and break free from societal expectations.

Toblerone Trades Clichés for Authentic Indulgence

Magali Mirault, Senior Global Brand Director, Toblerone, commented: “Chocolate like Nobody’s watching marks a significant step forward in shaping Toblerone’s identity. This isn’t just a campaign; it’s a manifesto for chocolate lovers everywhere. It’s about permitting yourself to experience pure, unadulterated bliss, one triangle at a time. It’s a genuine brand statement that reflects our distinctive spirit and our ambition to champion a more personal and indulgent relationship towards the enjoyment of chocolate.”

Mihnea Gheorghiu, LePub’s Global Co-Chief Creative Officer, added: “With ‘Chocolate Like Nobody’s Watching,’ we’re redefining what chocolate indulgence means. It’s about embracing the messy-good moments that come with the true enjoyment of Toblerone. This campaign invites everyone to stop holding back and savour chocolate like it’s meant to be experienced: no rules, just pure pleasure”.

For this campaign, the iconic Swiss brand teams up with creative agency LePub. The campaign has been launched on TV, TVOD, outdoor, and across various social media platforms, including Facebook, Instagram, and Twitter. It will be released globally, with the biggest roll-out happening in the Swiss, UK, and Australian markets.

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