Toblerone’s “Say It Sweeter” campaign was launched in 2012. After two successful quarters, a more comprehensive strategy was needed to sustain the campaign for the next quarter.
Help Filipinos be sweeter to each other by encouraging them to use unconventional occasions and opportunities to surprise and delight.
Teach the market to create their own occasions for a sweeter feeling.
• No. 1 Toblerone Market in Asia
• 132% increase in sales
• 16,129,027 pesos in media values
• Manila Mayor Alfredo Lim issued a City Resolution to express his support for the campaign
• redefined the positioning of Toblerone, not only regionally but also globally –- a significant shift in its benefit ladder