• The new design is inspired by luxury brands.
    The new design is inspired by luxury brands.

Mondelez International has released a new format for its Toblerone chocolate brand, called Never Square. The company will be supporting the new positioning of 115-year-old brand with investments in premium product offerings, marketing and advertising, and expanded distribution.

Describing the new design as “inspired by luxury brands”, Mondelez says the Never Square campaign “looks at conventions and standards with a cheeky, authentic point of view, positioning Toblerone as a premium chocolate offering”.

In line with the new style and messaging, Mondelez has released new Toblerone Truffles. The truffles made their debut in Australia, the United Kingdom, and Switzerland, and in airport duty-free stores in key markets. They will expand to other countries next year.

In Australia, the truffles are released as Toblerone Pralines, and are available in a 180g gift box. Kathy De Lullo, senior marketing manager, Mondelez Australia, said, “Toblerone is a brand that turns away from all things ordinary, embracing and encouraging originality. Like our brand, our product offering is Never Square, so we couldn’t be more excited to present our latest gem, the diamond-shaped Toblerone Pralines.

“We know diamonds hold a special place on the wishlists of many Australians, so we hope Toblerone Pralines bring Aussies delight when they receive and share these indulgent and deliciously different chocolates, with friends and loved ones in the lead-up to Christmas.”

Regarding the new design, Constance Flegg, senior brand manager, Mondelez Australia, told PKN, “The new Toblerone Pralines platform design was crafted by the cross functional Mondelez Toblerone team globally, and creative artwork direction brought to life by our global design agency Bulletproof." 

She explained that the Australian packaging for the pralines was adapted from the UK Truffles pack, adding that the Australian packaging team worked closely with Opal Cartons on preparing for the local launch.

“To highlight Toblerone’s brand identity, and give our Pralines an elevated, premium and gift-worthy identity, the new Toblerone Pralines 180g Gift Box uses innovative embellishments, with three layers of embossing, deep embossing, and chisel embossing. It also includes satin and gloss varnishes, together with gold foiling, to highlight the premium nature of the Toblerone brand,” she said.

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