Enter the Pro Carton ECMA Award.
All partners of the supply chain in the cartonboard and carton industry, as well as designers, brand owners and the retail trade are eligible.
And you can do that now - until 21 May.
Communication of the brand is an important criterion for award-winning packaging. So the Pro Carton ECMA Awards has offered the Toblerone success story to show how packaging and its content can become one.
This is the story of the world's most successful triangle:
The Toblerone triangle is probably the closest and most successful symbiosis ever between a product and its packaging. Theodor Tobler and his cousin, Emil Baumann, created the shape and the chocolate together in 1908. The carton packaging that makes Toblerone stand out was part and parcel from day one.
Times change. Toblerone's triangles endure:
Toblerone has customers in 120 countries today. 96% of Toblerone production is exported. Time magazine voted the Toblerone chocolate bar one of the most influential chocolate bars of all times. The now-iconic triangular carton prism wrapped the first chocolate bar to debut with a filling.
Although the company is now part of Mondelez, every Toblerone bar consumed across the world still originates from the only Toblerone factory in the world, in Bern-Brünnen. Every year, 230 employees process roughly 21,000 tonnes of Swiss sugar and milk from approximately 14,000 Swiss cows equal to 680 Swiss mountain farms.
A visible difference, even in digital:
The communication approach to consumers has changed in line with the communication channels – and today, digital channels play an increasingly prominent role.
One problem of brands on the internet has already been solved in Toblerone's case: the silhouette of the carton packaging lends Toblerone an unmistakeable look.
“Consumers are informed and interested and share their opinions – both positive and negative – openly. They become brand ambassadors through viral dissemination of campaigns that appeal to them. On the other hand, criticism of companies or brands is disseminated just as quickly. Transparent processes and responsibilities help to manage this channel up-to-date, correctly and competently”, stated Daniel Meyer, managing director at Mondelez Switzerland.
Sustaining itself with sustainability:
The product achieves remarkable sustainability. Much of that is due to its carton packaging.
“Today, our consumers and politics expect raw materials to derive from sustainable cultivation and that manufacturing results in a small as possible ecological footprint. I am proud to say that Toblerone meets these expectations.”
The highest environmental standards are met, from the raw material, through production to packaging. For example, over the last 11 years, energy consumption has been reduced by 52% and water consumption by 76%. As Toblerone is part of an international group, the brand also benefits from comprehensive, global sustainability programmes.
Trends come and go. The triangle continues:
The original Toblerone has lost none of its lustre despite the many new tastes. The large Toblerone Gold with a weight of 400 grammes is the absolute number one among candy in the duty-free segment.
Since the 1990s, the name, the packaging and the triangular shape of the packaging and the shape of the chocolate have been trademark protected worldwide in many countries. The characteristic carton packaging was carefully redesigned in 2000: the blue-white Tobler logo has disappeared and been replaced by the Matterhorn on the packaging.
But the characteristic shape remains unchanged, it is an integral part of the brand’s core. The triangular shape remains the most prominent element in brand communication. Even without the logo, or in different colours, the distinguished cartonboard packaging is immediately recognised as Toblerone.
The carton is – and remains – the calling card of the product: sustainable, protective, adding value, promoting sales and “honesty”.
