Toblerone bars are a tiny replica of a mountain, so the imagery extended naturally to our promotional material. In Zurich, giant sticks of Toblerone towered above the concourse as 400,000 people a day passed through the site, and those with the nerve to tackle the wall itself found a Toblerone logo every time they reached for a hold. To support the activity, we built Toblerone mountain ranges in stores, complete with miniature climbing walls.

Swiss stocks of Toblerone were exhausted within three weeks due to unprecedented demand. 62,000 people - almost 5% of the targeted Swiss population - actively participated in the promotion through SMS or coupons and the Zurich event generated 9m free impacts through television and press, with a value of €100,000.