The Campaign

Millennials have a lot of passion points but nothing indulges a millennial’s imagination more than music. However we knew that using just music to connect to Christmas is nothing bold or original. That’s why Toblerone took it one step further and identified a growing cultural trend in the Philippines where people like to turn existing famous songs and turn them into something new by changing the lyrics. Through the popularity of music apps such as Dubsmash and rising popularity of Youtube stars who put their own spin on famous songs we knew this insight would resonate with millennials across the Philippines.

Creative Execution

Stage 1: Awareness with digital influencers and OOH We launched the campaign by using KOLs that we know our audience know and trust, by sending them PR kits of the new Toblerone Boombox. We created mass awareness by seeding the how - to content online and using digital billboards in Manila near point of purchase. Stage 2: Drive purchase through Touch,feel and play In the second stage media directed millennials to buy with an instore experience where they could interact, feel and play with the boombox. Here they chose the carol lyrics they want to gift, and further personalised by printing the name of the person they want to gift to on pack. Stage 3: Amplify through social We amplified through social by inviting the millennials and KOL’s to a music event bringing to life the performances of the carols that were printed on pack garnering huge earned media.

Business: • 2.4 Million bars sold over 3 months (22% more than objective) Awareness: • Reach 11.7 M people on Facebook • 4M KOL how to video views Media Value: • 1 million plus organic impressions in Instagram from the Toblerone event • 50 posts worth $14,000 media values from KOLs • More than 500K reached in Twitter with 800K organic impressions

This work is relevant for Media Spikes because we turned around a brand in decline back into growth by uniquely connecting Toblerone to Christmas. By identifying a specific trend in music where Filipinos like to put their own spin on well known songs, Toblerone managed to bring a more unique gifting opportunity by changing Christmas Carols into humorous gifting messages on pack and sell 2.4 million chocolate bars over 3 months. We used media strategically to make sure that the brand message linked specifically to sales allowing everyday Filipinos to play and be more imaginative during Christmas

Insights, Strategy and the Idea

Toblerone used traditional Christmas carols as their main communication but made it ownable and distinctive for the brand by using the one asset that no other competitor had; our unique triangle shaped packaging. Making the pack itself the platform to deliver bold and imaginative messages, for the first time ever the Toblerone packaging turned into a portable Boombox that can be gifted to friends and family. For example traditional lyrics for 12 days of Christmas turned into “On the 12th day of Christmas, my best friend gave to me, 12 months of friendship, random calls weekly, and a ton of selfies with me.” With this message printed on pack Filipinos came and played, interacted with our product, igniting creativity during the Christmas season. We went on to transform other carols such as Jingle Bells, and Joy to the world with the lyrics crafted for families, friends and even your boss!