A design with new power
Chocolate Toblerone and Ogilvy have the most famous chocolate in Switzerland repackaged in a public competition.
Chocolate Toblerone and Ogilvy are having Switzerland's most famous chocolate repackaged in a public competition; it looks like the Matterhorn and is a symbol of Swiss quality. According to the AY&R BrandAsset Valuator, Toblerone was voted the No. 1 power brand by Swiss consumers in 2003 - ahead of Lego, Ovomaltine and Zweifel. The triangular Toblerone was one of the first shapes to be trademarked. The chocolate was developed by Theodor Tobler and Emil Baumann in Bern in 1908. In 1969, the dark Toblerone was launched on the market, followed by the white Toblerone in 1973. Even after the sale to the international Kraft Foods group, Toblerone continues to be produced in Bern. Nine out of ten pieces are exported to over 120 countries. This makes Toblerone an important image bearer for Switzerland and an icon in the tourism sector, so there is no chance or point in ever changing the appearance of Toblerone. Unless you do it as cleverly as the marketing people at Kraft in Zurich Seefeld have now done together with Grendene, Ogilvy & Mather.
The idea is called "Design & Win". In this promotion, consumers are directly involved in the development of the brand with a major design competition. The three best proposals for a new packaging design will be launched on the market in October as a limited edition. Entries are expected from February to May.
Celebrities also like Toblerone
The competition is publicized with traditional advertisements in various media, primarily in Ringier publications. There are regular editorials announcing the eight weekly winners. These are determined by public voting at www.toblerone.ch. For this purpose, an internal jury at Kraft Foods publishes a weekly preselection of the best entries online. Banners on various Ringier sites, such as Blick Online with 200,000 visits per day, provide links to the Toblerone site. Independently of the selection by the online jury there, a celebrity is also allowed to present their favorite for the new design on page 3 of Schweizer Illustrierte every week. So far, Vreny Schneider, Horst Petermann and Miss Switzerland Fiona Hefti have revealed their love for Toblerone as testimonials.
The On Pack competition has been publicized at the POS with 1.5 million chocolates. All Volvo dealers in Switzerland are also involved in the cross-media communication, as the main prize is a Volvo XC90 and other prizes with a total value of CHF 1,200,000,000, which will be raffled off among all participants in the design competition.
A professional jury of experts from Toblerone, Ogilvy and Ringier will select the three subjects for the launch as a limited edition in October 2005. The winning designers will be rewarded with 5000 Swiss francs each and can be celebrated "as the new designers of the Toblerone icon", according to Hermann Crux, Director Marketing at Kraft Foods. This honor naturally explains why a striking number of professional designers have already entered the competition.
The competition is limited to Switzerland. As Toblerone is produced in Switzerland and is often taken abroad as a souvenir, it is seen as a kind of ambassador for Switzerland. "That's why we should only involve Swiss consumers in the competition and the development of the brand," says Kraft Foods.
There is no question that the packaging could undergo a design change beyond the limited edition. Toblerone has become such a famous brand because the chocolate "always has a recognizable design with great consistency". It is also important that the packaging does not feature an illustration of indulgence like other chocolates. The promise is already effective and much more sustainable through the
Recognizing the icon (see also interview on page 10).
Grendene, Ogilvy & Mather, the in-house agency for Kraft Foods' confectionery division, is allowed to change more and even introduce completely new forms for the Suchard brand. Back in February, this traditional brand launched a completely new line of gift pralines in the Swiss retail trade. Suchard Désirs, Suchard Symphonie and Suchard Kirschstängeli are intended to compete with the related products from Cailler and Lindt for a share of the market. Suchard aims to be successful with a modern packaging design featuring top-quality Swiss pralines at attractive prices.
Suchard is the world's first registered trademark in the international trademark register in Geneva. Philippe Suchard started producing chocolate in 1826. Since then, Suchard has been a pioneer in marketing. As early as 1855, the chocolate was exhibited at the World Exhibition in Paris. In 1873, the patron had the words "Chocolat Suchard" inscribed on a rock face next to the Rigi Railway.
For the launch of the new pralines, Ogilvy and its CD Michel Hitz relied on a massive national TV campaign. The commercial was shot by Reto Salimbeni and his Manifesto Films in a designer loft in Milan. A man and a woman independently have the same sweet idea, namely to surprise each other with the new Suchard chocolates - as a token of their appreciation.
Design and win! Attractive prizes await those who repackage the Toblerone.
Incentive for co-design: Every week, Kraft Foods' internal jury publishes a shortlist of the best entries online.
Andreas Panzeri
The idea is called "Design & Win". In this promotion, consumers are directly involved in the development of the brand with a major design competition. The three best proposals for a new packaging design will be launched on the market in October as a limited edition. Entries are expected from February to May.
Celebrities also like Toblerone
The competition is publicized with traditional advertisements in various media, primarily in Ringier publications. There are regular editorials announcing the eight weekly winners. These are determined by public voting at www.toblerone.ch. For this purpose, an internal jury at Kraft Foods publishes a weekly preselection of the best entries online. Banners on various Ringier sites, such as Blick Online with 200,000 visits per day, provide links to the Toblerone site. Independently of the selection by the online jury there, a celebrity is also allowed to present their favorite for the new design on page 3 of Schweizer Illustrierte every week. So far, Vreny Schneider, Horst Petermann and Miss Switzerland Fiona Hefti have revealed their love for Toblerone as testimonials.
The On Pack competition has been publicized at the POS with 1.5 million chocolates. All Volvo dealers in Switzerland are also involved in the cross-media communication, as the main prize is a Volvo XC90 and other prizes with a total value of CHF 1,200,000,000, which will be raffled off among all participants in the design competition.
A professional jury of experts from Toblerone, Ogilvy and Ringier will select the three subjects for the launch as a limited edition in October 2005. The winning designers will be rewarded with 5000 Swiss francs each and can be celebrated "as the new designers of the Toblerone icon", according to Hermann Crux, Director Marketing at Kraft Foods. This honor naturally explains why a striking number of professional designers have already entered the competition.
The competition is limited to Switzerland. As Toblerone is produced in Switzerland and is often taken abroad as a souvenir, it is seen as a kind of ambassador for Switzerland. "That's why we should only involve Swiss consumers in the competition and the development of the brand," says Kraft Foods.
There is no question that the packaging could undergo a design change beyond the limited edition. Toblerone has become such a famous brand because the chocolate "always has a recognizable design with great consistency". It is also important that the packaging does not feature an illustration of indulgence like other chocolates. The promise is already effective and much more sustainable through the
Recognizing the icon (see also interview on page 10).
Grendene, Ogilvy & Mather, the in-house agency for Kraft Foods' confectionery division, is allowed to change more and even introduce completely new forms for the Suchard brand. Back in February, this traditional brand launched a completely new line of gift pralines in the Swiss retail trade. Suchard Désirs, Suchard Symphonie and Suchard Kirschstängeli are intended to compete with the related products from Cailler and Lindt for a share of the market. Suchard aims to be successful with a modern packaging design featuring top-quality Swiss pralines at attractive prices.
Suchard is the world's first registered trademark in the international trademark register in Geneva. Philippe Suchard started producing chocolate in 1826. Since then, Suchard has been a pioneer in marketing. As early as 1855, the chocolate was exhibited at the World Exhibition in Paris. In 1873, the patron had the words "Chocolat Suchard" inscribed on a rock face next to the Rigi Railway.
For the launch of the new pralines, Ogilvy and its CD Michel Hitz relied on a massive national TV campaign. The commercial was shot by Reto Salimbeni and his Manifesto Films in a designer loft in Milan. A man and a woman independently have the same sweet idea, namely to surprise each other with the new Suchard chocolates - as a token of their appreciation.
Design and win! Attractive prizes await those who repackage the Toblerone.
Incentive for co-design: Every week, Kraft Foods' internal jury publishes a shortlist of the best entries online.
Andreas Panzeri
