The Campaign

Grounded on the insight that consumers look for gifts that express thoughtfulness and uniqueness, Toblerone developed the “Toblerone Blank Pack” campaign. The Toblerone blank pack re-imagined the traditional Toblerone pack into something more creatively inspiring. It’s a virtual blank canvas, a white pack that encouraged consumers to use their imagination and creativity to create thoughtful and unique gifts that make their loved ones feel even more special during the holidays.

Creative Execution

The blank Toblerone pack served as a canvas for gifters to put a part of themselves into their gifts, and to include thoughtful images and messages in their personalized designs. Blank Toblerone packs were made available in select mall hubs nationwide. Toblerone also developed a microsite (www.tobleroneph.com) where gifters could digitally design their blank packs, then print these unique designs at flagship hubs, further driving purchase. To amplify the campaign and embody thoughtful gifters, Toblerone collaborated with Solenn Heusaff, a renowned celebrity who is also widely recognized as an artist. Solenn created her own personal design that was exclusively applied on the Toblerone pack. Toblerone also worked with four other local artists with large followings in social media; Alexis Ventura (from Ink Scribbler), Abbey Sy, Valerie Chua, and Tokwa Peñaflorida. Each artist applied their own distinctive art styles to a Toblerone blank pack, while incorporating festive yet premium Christmas iconography.

Describe the success of the promotion with both client and consumer including some quantifiable results

Toblerone turned their business around and generated renewed interest for the brand. From a decline of -5% in FY 2015, the brand grew by +6% vs YA*, mostly driven by its Christmas performance. During the Christmas season, Toblerone sales value grew 3x faster than the category*. In December alone, Toblerone grew share by +1.1pp vs YA, making Toblerone the #1 brand during the 2015 holiday season*. Toblerone’s YouTube video reached 50% of its target audience (12 million people), achieving 20.2% lift in ad recall (best-in-class vs. norms)*, and 59.1% uplift in brand interest. Through the pop-up stores, earned PR value increased to $1.2MM, 38x more than investment on PR. Through the Blank Pack, Toblerone gave consumers the gift of a more thoughtful, more imaginative holiday. *Nielsen **Youtube Brands Lift Study

Explain why the method of promotion was most relevant to the product or service

In the Philippines, Toblerone had been losing brand relevance and interest on the brand was declining. Consumers who purchased chocolates to give as gifts felt that Toblerone was not as premium or as “gift worthy” as its competition. According to research, apart from important premium gifting cues, consumers also seek a gift that is both unique and thoughtful. Toblerone used this insight to develop a campaign that put boldness and imagination back into Toblerone.

Toblerone’s “Blank Pack” campaign was designed to resonate with young, working Filipino men and women between the ages of 25 to their early 30s. This market is bold, unique, and they seek self-expression. However, during the Christmas Season, it has become common practice to resort to generic gift-giving, the usual Christmas decorations, and even the same Christmas songs every year. This results to consumers hardly noticing stand-out pieces, songs, or gifts—as all have been looking quite the same every year. When it comes to gifting, they want their personal style to reflect in their presents for their loved ones. To appeal to this market’s dynamic and thoughtful personality, Toblerone has repositioned gifting to accommodate a whole new level of creativity-based generosity.