Toblerone's strategic partnership with Vogue and David Jones elevated its premium status, doubling growth metrics and securing a new luxury distribution channel, winning gold in Food and Beverage at The Drum Awards for Marketing APAC.
An iconic design, an indulgently-demanding first bite, and a mainstay of last-minute-at-the-airport-holiday-gifting for decades, Toblerone is an instantly recognizable brand. But recognizable was not going to power the targeted growth rate of the brand in 2024.
To accelerate growth, Toblerone must be more than an airport brand. It must be on the consideration set, not just as you enter the departure lounge, but for more gifting occasions across the year.
The opportunity was in the Premium Chocolate category, which was growing at a far faster rate than mainstream chocolate. However, that category is chock full of household names, all with premium credentials; Lindt, Lindor, and Ferrero. Toblerone’s challenge was to not only compete but lead in this space.
Globally, Toblerone had established its vision of ‘Never Square’ and cemented a desire to challenge the norms as a progressive premium brand that ‘injected originality’ into the category. And it has the credentials, with its triangular shape, Toblerone was the original category disrupter!
Our challenge was to check this brand out of the airport and go on a journey to drive growth by enhancing premium perceptions in 2024.
In a category dominated by old-fashioned squares, we needed a means to fast-track our perceptions beyond those of our legacy competitors. No category delivers on the premise of premium better than Luxury. Through a period of analysis and research, we found three category codes that we could leverage for Toblerone:
Whilst these codes could be built in isolation, we needed a fast start and to shortcut some of the mental barriers that our gifting audience might have to make the connection between Toblerone and Premium. Partnerships have been found to not only drive Cultural Relevance (TWSN x IPA) but 49% have been found to boost revenue (Admap).
We needed a partner that could:
Knowing the cognitive leap required, we wanted to go far beyond an ‘expected’ partner in a food or entertainment space. We wanted to get straight to the pointy tip of premium perceptions and place Toblerone in a place chocolate rarely ventures; the high end, high impact world of high fashion.
No brand represents this better than Vogue; the biggest fashion publication in Australia. Our Never Square Vogue Partnership came to life across three sides:
The red thread through the campaign was the launch of the Never Square Designer Awards—a program created to award the Australian designer who best fit the ethos of Never Square with a Vogue internship and prize money for a new collection. Using Vogue’s Vanguard to discover new talent, we spotlighted three designers who challenged industry norms to spark curiosity and excitement. They were tasked with creating dynamic designs for Toblerone’s triangular pack, showcasing their creativity and synergy with the brand. The content series featured the designers' stories, engaging the audience across both Vogue's print and online ecosystem. We then extended that content by amplifying from Toblerone’s own channel to maximize reach and awareness amongst a broader fashion-forward audience.
Vogue’s Fashion Night Out (VFNO), one of the most high-profile Australian fashion events, was the perfect moment for us to make an impact. As a key sponsor, Toblerone was front and center, from branding across the event to a key moment on stage unveiling the winning designer of the Never Square Award. Our presence was amplified by an interactive golden triangle installation in Pitt Street Mall, drawing foot traffic and engagement with the brand via product sampling and photo opportunities. "It’s elegant, exclusive, and premium,” “It just screams luxury”—VFNO Shoppers.
Following the Never Square Award announcement, we directed shoppers to David Jones, Australia’s leading luxury department store, to purchase the winning design. This partnership with David Jones marked a significant milestone as it secured an incremental premium distribution channel, reinforcing our position among other luxury brands. To further maintain momentum, Toblerone was featured in Vogue’s "What to Buy This Christmas" list, both online and in print. Making it easier for customers to find the perfect gifts for all their Christmas gifting needs.
This partnership was executed with the sort of precision and excellence one could only find in luxury fashion.
The campaign established Toblerone as a true player in the premium space with significant uplift across key brand metrics amongst a premium audience; doubling category benchmarks across consideration, preference, and purchase intent.
The results don’t stop there, though. Not only did we see perceptions shift, but sales followed suit with growth double the gifting category and achieving a significant market share increase.
Finally, this partnership did the unprecedented and secured Toblerone ranging in a new luxury distribution channel—David Jones—the power of partnership working across multiple layers.
This is no longer a brand lost in an airport; it’s taken off!