Turning Gifting Anxiety Into Festive Delights

Client: Toblerone

Every aisle, ad and feed is packed with the same golden ribbons and copy‑paste cheer. Toblerone Diamond Truffles needed to stand out — bold, unmistakable, and as iconic as its shape. Despite 2.5 years in market, awareness and trial lagged behind Ferrero Rocher and Lindor. With new LHF restrictions cutting off traditional channels, Toblerone needed more than media — it needed a moment.

Our insight was simple: gifting panic peaks at the moment of doubt, when shoppers second‑guess their choice. Rather than fight that stress, Toblerone embraced it, turning doubt into humour with a confident solution: “Add a diamond, just in case.” We brought this idea to life by hijacking the busiest shopping hotspots with the Toblerone Shoppable Choir — a live comedy choir performing classic carols rewritten by the Top Secret Comedy Club into gifting‑panic anthems reflecting real consumer doubts. Each carol ended with the prompt: “add a Diamond, just in case.” Performances were made shoppable through QR codes and sampling, then amplified via social‑first edits, audio and OOH. The Toblerone Choir turned stress into laughter, drove trial, and delivered the strongest commercial performance for Diamond Truffles to date, embedding experiential at the heart of Toblerone’s media strategy.