Iconic premium chocolate brand Toblerone has launched a holiday campaign to showcase its newest offering, the Diamond Truffle.
Helmed by advertising agency LePub, the initiative plays on the wide and deep desire of the British for diamonds this holiday season.
"Whatever You Gift, Add a Diamond (Just in Case)" positions the new chocolate as the perfect addition to any gift, just to make it even more special.
Popping up on shop fronts and digi-vans around prime gifting locations across London, the activation will feature dynamic content tailored to its location.
The Mondelēz-owned brand is also teaming up with luxury department store Selfridges to give the brand its dedicated shop window by the entrance.
And for the first time ever, the chocolate brand will also get its own pop-up gift-wrapping station in the store, which will give shoppers the option to add a Toblerone Diamond Truffle to any gift they purchase.
In a statement, Toblerone Senior Global Brand Director Magali Mirault highlighted the brand's iconic status and historic roots, being founded in 1908:
"We are constantly committed to honor the brand's unique legacy and make it thrive, always with this unique touch of humor and originality that has been ours since the origins. This campaign supports exactly this purpose, and we are more than excited to see our diamond Truffles shine throughout the festive season."
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LePub Co-CCO Mihnea Gheorghiu chimed in to playfully add that the addition of Toblerone Diamond Truffles will guarantee that any gift is the perfect one.
The witty campaign runs through the end of the holiday season spanning several countries.
Toblerone's campaign utilizes a solid brand marketing strategy that cleverly positions the brand not as the perfect present but as the best add-on that would make each gift more meaningful (and maybe even funnier).
And by customizing each OOH ad and strategically placing it beside other items that would make for ideal Christmas presents, the campaign maximizes the effect on the viewers.
This is the result of expertly crafted campaigns developed by an experienced advertising agency like LePub.
Gifting a Diamond Has Never Been Easier
The effort was designed to be flexible and complement many different locations and spaces, just like how the Toblerone Diamond Truffle is the perfect addition to any gift.
One ad featuring a gift-wrapped shoe is meant to be placed outside luxury fashion shops.
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Meanwhile, other ads featuring gift-wrapped headphones and a camera would fit right in a tech retailer.
They can also be cheekily placed next to other ads for better synergy.
Chocolate brands are ramping up promotions this holiday season. Earlier this week, chocolatier Ghirardelli launched a holiday campaign by placing a giant gift box in New York City.
