The One Show
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Category
Packaging / Mass-market
Annual ID
OS23_DE119M
About the Work
In 1908, Theodore Tobler’s visionary attitude led to the creation of his oh-so-unconventional chocolate bar and its unique monolithic shape.
Our challenge? To celebrate Toblerone’s premium heritage with a reimagined boldness and character, distinctive for today. We introduced a wonderfully quirky new wordmark, handcrafted bespoke typography and revitalised script. Vibrant colours showcase flavours, with the iconic triangular chunk front and centre, and our brand mark wrapped over our pack’s edges (our edges define us, after all!). As a nod to our Swissness, we even revamped the mountain.
Asserting our new ‘Be More Triangle’ purpose at every turn, Toblerone saw retail growth of +14% RSV, 10pp share YoY and delivered 153% against target for DTC sales.
2023 Awards
Total Points: 3
Merit
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 Nixon
George Percy
Haydn Marsh
Hayley Flavell
Penny Hannibal
Motion Designer
James Bluett
Photographer
Carl Bartram
Design Director
Beth Drummond
Artwork
Annalisa Viola
Artworker
Oliver Ward
Richard Doran
Associate Motion Director
Fahud Ahmed
Associate Production Manager
Ryan Edwards
Client Business Director
Mo Doyle
Client director
Sarah Chadwick
Client Manager
Sophie Kane
Digital Creative Director
Jim Hare
Motion Creative Director
Jordan Assender
Senior Client Manager
Danielle Borg
Hannah Walker
Senior Strategist
Marc Solomon
Strategic Business Director
Kata Cserveny
Visualiser
Chris Burge
Jake Walton
Mark Jenkins
Visualising Director
Paul Shepherd
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