ADC Awards
The ADC Annual Awards is the oldest continuously running industry award show in the world. Now in its incredible 102nd year, these awards celebrate the very best in advertising, digital media, graphic and publication design, packaging and product design, motion, experiential and spatial design, photography, illustration and fashion design all with a focus on artistry and craftsmanship.
Category
Rebranding
Annual ID
ADC102_BCD082M
About the Work
Toblerone’s maker, Theodore Tobler, was a true visionary and disruptor. He campaigned for women's maternity rights and believed in ‘a world without borders’. In 1908, that boldness led him to create his unconventional chocolate bar, shaking up the oh-so-serious world of Swiss chocolate.
Tobler’s vision broke the mould. To ‘re-imagine’ the Toblerone brand for the future, we had to do the same. With playful bespoke typography, a revitalised script and wonderfully quirky wordmark we reclaimed Tobler’s provocative spirit. We elevated all facets of the brand, purpose-out, to “Be More Triangle”, celebrating the iconic bar’s originality among a sea of squares.
All this resulted in retail growth +14% RSV, 10pp share YoY and delivered 153% against target for DTC sales.
2023 Awards
Total Points: 3
Merit Honor
Credits
Agency
Bulletproof / London
Client / Brand
Mondelez International / Zürich
Client Partner
Hannah Johnson
Rebecca Barron
Chief Creative Officer
Nick Rees
Creative Director
Vini Vieira
Designer
Annabel Hillier
Bethany Harrison
Chris Edwards
Chris Nixon
George Percy
Haydn Marsh
Hayley Flavell
Penny Hannibal
Motion Designer
James Bluett
Photographer
Carl Bartram
Typographer
Alistair McCready
Design Director
Beth Drummond
Artworker
Annalisa Viola
Oliver Ward
Richard Doran
Associate Motion Director
Fahud Ahmed
Associate Production Manager
Ryan Edwards
Brand manager
Aoife Keany
Client Business Director
Mo Doyle
Client director
Sarah Chadwick
Client Manager
Sophie Kane
Digital Creative Director
Jim Hare
Director of Design Excellence & Operations EU & EE
James Norris
Global Brand Lead Toblerone
Emanuel Gavert
Global Equity & Activation Manager Toblerone
Justyna Biernat-Datszuta
Global Head of Brand
Grace Dawson
Motion Creative Director
Jordan Assender
Senior Artworker
Annalisa Viloa
Richard Doran
Senior Client Manager
Alice Jones
Danielle Borg
Hannah Walker
Kate Emlyn Jones
Senior Strategist
Marc Solomon
Strategic Business Director
Kata Cserveny
SVP Global Brands
Mie-Leng Wong
Visualiser
Chris Burge
Jake Walton
Mark Jenkins
Visualising Director
Paul Shepherd
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