Toblerone repositions itself
The Swiss chocolate brand Toblerone is rebranding. The campaign for Germany, Austria, and Switzerland was created by the Munich-based agency Akom360.
According to Stephan Raif, Managing Director of Akom360, the complicated handling of the packaging and contents was the main reason why consumers left the Tobler on the shelf. These weaknesses are now being turned into strengths, says his partner Achim Kussmaul. With the claim "Einzig. Nicht artig" is aimed primarily at young people who live non-conformist lives and like to reach for a special chocolate.
Headlines such as "Why not try a Swiss man?", "Why not try a love triangle?" or "Why not step out of line?" are intended to support the repositioning in communication. The leading medium for this is the Internet. Prints, guerrilla and PoS advertising are running in parallel. The campaign for Germany, Austria and Switzerland was designed by Akom360. The Munich-based agency won the pitch against the lead agency Ogilvy & Mather in London.
Headlines such as "Why not try a Swiss man?", "Why not try a love triangle?" or "Why not step out of line?" are intended to support the repositioning in communication. The leading medium for this is the Internet. Prints, guerrilla and PoS advertising are running in parallel. The campaign for Germany, Austria and Switzerland was designed by Akom360. The Munich-based agency won the pitch against the lead agency Ogilvy & Mather in London.
