Mondelēz International Unveils New Toblerone Brand Platform and Premium Offerings in Key Markets
10 Outubro 2023 - 10:05AM
Mondelēz International (Nasdaq: MDLZ) is evolving the widely loved
Toblerone chocolate brand with innovative formats in key markets,
bringing to life its updated brand signature “Never Square.” The
iconic 115-year-old brand is supporting the new positioning with
significant investments in premium product offerings, marketing and
advertising, and expanded distribution.
Inspired by luxury brands, the global “Never Square” campaign
looks at conventions and standards with a cheeky, authentic point
of view, positioning Toblerone as a premium chocolate offering.
“We’re excited and inspired by the new brand platform, ‘Never
Square,’ which pays homage to the values embodied by founder
Theodor Tobler,” said Mie-Leng Wong, Senior Vice President of
Global Brands at Mondelēz International. “He embraced originality
and created a triangular chocolate in a world of squares, and this
platform is our way of inspiring people to do just that.”
In line with the brand’s refreshed style and messaging are new
premium product offerings and gifting options:
- Toblerone Truffles are an exciting combination
of the original taste of Toblerone with a new, velvety smooth
truffle center and familiar bites of crunchy honey and almond
nougat, wrapped in a unique diamond shape. The truffles recently
made their debut in the United Kingdom, Switzerland, and Australia,
as well as airport duty-free stores in key markets. They will
expand to other countries next year.
- Tiny Toblerone packs are expanding to U.S.
retailers, making the premium chocolate brand, once available
predominantly in airports, accessible to a wider range of U.S.
consumers. Tiny Toblerone packages are offered in two varieties:
classic milk chocolate with honey and almond nougat, and a variety
pack of milk, white and dark chocolates with honey and almond
nougat.
- Gifting options became more
personalized with Toblerone’s new online gifting platform, offering
another way to embrace individuality. Launched last year,
www.toblerone.co.uk allows customers to choose from a curated
assortment of formats, flavors, and sleeve designs, as well as
adding their own personal message on packaging.
The updated creative approach for the brand shines through in
U.K. advertisements promoting Toblerone Truffles, which feature the
gemstone-shaped chocolates as luxury jewelry. Additional creative
elements will roll out in other markets in the coming months. An
example of the “Never Square” creative can be viewed here, and a
30-second Toblerone Truffles campaign here.
Along with updating the brand’s positioning, offering Toblerone
in these smaller sizes supports the company’s goal of continuing to
provide a wide variety of portion sizes and shareable options to
help people enjoy chocolate as part of a balanced lifestyle and
mindful diet. In Mondelēz’s 2022 State of Snacking Report, 78% of
survey respondents across 12 countries said they take time to savor
indulgent snacks, and 61% said they take time to portion out snacks
before eating them.
“Savoring an appropriate portion of a treat like chocolate and
focusing on truly experiencing it with all your senses can help
make it easier to fully enjoy snacking as part of a balanced
lifestyle,” said Michelle Pickering, Senior Vice President,
Research & Development for Global Chocolate and Cocoa at
Mondelēz International.
Mondelēz previously announced its ambition to generate 90
percent of revenue through its core categories of chocolate,
biscuits and baked snacks. Because premium chocolate is fast
growing, the company is significantly accelerating its focus in
this space with additional Toblerone offerings, including pralines
similar to the U.K. truffles and personalized gifting options,
rolling out in numerous markets.
About Mondelēz InternationalMondelēz
International, Inc. (Nasdaq: MDLZ) empowers people to snack right
in over 150 countries around the world. With 2022 net revenues of
approximately $31 billion, MDLZ is leading the future of snacking
with iconic global and local brands such as Oreo, Ritz, LU, Clif
Bar and Tate's Bake Shop biscuits and baked snacks, as well as
Cadbury Dairy Milk, Milka and Toblerone chocolate. Mondelēz
International is a proud member of the Standard and Poor’s 500,
Nasdaq 100 and Dow Jones Sustainability Index. Visit
www.mondelezinternational.com or follow the company on Twitter at
www.twitter.com/MDLZ.
Photos accompanying this announcement are available at
https://www.globenewswire.com/NewsRoom/AttachmentNg/082471be-4cbd-48a3-8f8c-37cc19c697b8
https://www.globenewswire.com/NewsRoom/AttachmentNg/57f9a045-3d34-4bf2-8dd9-14bbd01371a5
https://www.globenewswire.com/NewsRoom/AttachmentNg/8e42ba7f-4a91-409e-8079-2573670d243e
Contact: |
Desiree
Battaglia (Media) |
Shep Dunlap
(Investors) |
|
+1 847 943 5678 |
+1 847 943 5454 |
|
news@mdlz.com |
ir@mdlz.com |
Mondelez (NASDAQ:MDLZ)
Gráfico Histórico do Ativo
De Abr 2024 até Mai 2024
Mondelez (NASDAQ:MDLZ)
Gráfico Histórico do Ativo
De Mai 2023 até Mai 2024