In China, most people buy one Toblerone bar per purchase. And mostly as gifts. But we were greedy. We wanted them to buy hundreds. In order to do that, we had to be as charming as possible. We devised a clever plan. We asked people to use our distinctive shape and create anything their heart desired. They built their designs on our website. We then built the real thing. Once we were finished, they could buy their designs from our online store.