Toblerone embraces the awkward
By James Herring on Thursday, May 22, 2025
Toblerone is flipping the script on chocolate etiquette.
In a fun new campaign from LePub Milan, the iconic triangular treat takes centre stage not as something to be snapped apart, but as a bold bite waiting to happen.
Historically, Toblerone’s jagged geometry practically begs to be broken up before eating. But this ad flips that instinct on its head.
One lone woman sticks to the old routine. Everyone else? They dive straight in, joyfully chomping chunky triangles like they’ve never heard of dental logistics.
It’s an oddly satisfying rebellion against the “right” way to eat chocolate and that’s exactly the point.
Toblerone’s design is rather inconvenient. And now, it’s making that inconvenience look rather irresistible.
It’s a bold move, but when your brand shape is this iconic, why not bite into it?
