Toblerone’s latest campaign, created by Dutch agency Media.Monks, celebrates the ‘dad quirks’ we inherit with Father’s Day just around the corner.
The Swiss brand’s campaign will be influencer-led and social first, with engagement driven by asking influencers and their followers to thank their fathers for what makes them unique. A 30-second spot will also be released to support the campaign.
Media.Monks’ campaign will be centred around the ‘Be More Triangle’ brand platform, reflecting the chocolate treat’s famous triangular shape.
An omnichannel push is set to be rolled out across social media, focused on influencer content which will include a partnership with TV personality Miquita Oliver among others.
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“The Father’s Day campaign is yet another stepping-stone of unpacking our ‘Be More Triangle’ philosophy,” Mondelez, Toblerone global head of brand, Emmanuel Gävert said.
“Part of this philosophy is that we celebrate our loved one’s quirks, and it’s great to see that people are so enthusiastic in doing that.”
Media.Monks creative director, Nimo Awil added: “It was also a chance for us to showcase the lovely relationships between people and their father figures – who aren’t always a biological connection – opening up more reasons to celebrate great role models and guardians too.”
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