Christmas season is full of noise and clutter, becoming a predictable time with gifts often being meaningless and impersonal. Within this noise Toblerone was suffering heavily from the perception that it was not a unique gifting option

anymore.

Our objective was clear, we needed to make Toblerone exciting again and connect culturally and emotionally to the Filipino consumers.

As well as creating awareness of Toblerone’s bold approach to Christmas we also had an ambitious business target of increasing purchase by 1.95M bars during the Christmas season.

Stage 1: Awareness with digital influencers and OOH

We launched the campaign by using KOLs that we know our audience know and trust, by sending them PR kits of the new Toblerone Boombox. We created mass awareness by seeding the how - to content online and using digital billboards in Manila near point of purchase.

Stage 2: Drive purchase through Touch,feel and play

In the second stage media directed millennials to buy with an instore experience where they could interact, feel and play with the boombox. Here they chose the carol lyrics they want to gift, and further personalised by printing the name of the person they want to gift to on pack.

Stage 3: Amplify through social

We amplified through social by inviting the millennials and KOL’s to a music event bringing to life the performances of the carols that were printed on pack garnering huge earned media.