Toblerone Never Square: Chocolate Without Inhibitions
With its new national campaign, «Never Square,» Toblerone is deliberately breaking with the conventions of chocolate advertising—and celebrating genuine, unadulterated enjoyment. Developed in collaboration with the creative agency LePub, the campaign is currently running on TV, out-of-home, and digital platforms throughout Switzerland.
Toblerone's "Never Square" campaign breaks with the beauty standards of chocolate advertising
Since its founding in 1908, Toblerone has been anything but an ordinary chocolate product. Its iconic triangular shape, its peak-like structure, and the unmistakable crunch when you break off a piece—all of this has made the Bern-based brand a premium brand with its own distinct character in a world full of rectangular bars. This ethos is now at the heart of the national campaign «Toblerone Never Square – Chocolate Without Inhibitions,» which is currently being rolled out in Switzerland. It was developed in collaboration with the creative agency LePub.
The campaign deliberately breaks with a long-standing tradition in chocolate advertising: moving away from elegant, controlled consumption and toward authentic moments—cheeks full, big bites, and unadulterated enjoyment as it truly happens when no one is watching. With this, Toblerone aims to appeal in particular to younger generations who value authenticity over perfection.
«Never Square» as a Brand Manifesto
«Never Square» is not a slogan, but a brand manifesto, according to the press release. The triangular shape, the peaks, and the texture are no accident—they represent a stance. Toblerone won’t lie flat, doesn’t break neatly, and doesn’t melt neatly. You don’t just nibble on Toblerone—you wrestle with it. That is precisely what defines its essence as a treat and as a gift.
The campaign also draws on the brand’s archives to show that Toblerone has always celebrated unadulterated enjoyment. According to the press release, the aesthetic combines elegance and instinct and highlights Toblerone’s multisensory brand experience as a symbol of originality.
Swiss Identity as Part of the Toblerone "Never Square" Campaign
The campaign is also a tribute to the brand’s Swiss heritage. Founded in Bern in 1908, Toblerone is one of Switzerland’s most important export brands: 90 percent of all Toblerone products consumed worldwide are manufactured in Bern today and feature the Swiss cross on their packaging. About 200 employees produce up to four million products daily, which are exported to 120 countries worldwide.
National broadcast on all channels
The digital campaign has been live since last week. Starting this week, TV and out-of-home ads are also running throughout Switzerland. The campaign is complemented by social media. According to the company, the campaign was already successfully implemented in Switzerland last year.
