Iconic Swiss chocolate brand Toblerone will be made to change its logo for the first time in over 50 years to fall in line with new Swiss government rules.
New law were introduced by the executive in 2017 to more tightly manage how national symbols are used to promoted milk-based goods that aren’t produced exclusively in Switzerland.
The Mondelez-owned firm confirmed in a statement that the Matterhorn would no longer be featured on its packaging, instead being replaced with a more generic peak.
The line ‘Made in Switzerland’ will also be dropped for ‘of Switzerland’ as a product must have 80% of its production within the country in order to use the label, rising to 100% for milk-based items.
Subscribe to Marketing Beat for free
Sign up here to get the latest marketing campaigns sent straight to your inbox each morning
In a statement, a Mondelez spokesperson said:“To respond to increased demand worldwide and to grow our Toblerone brand for the future, we are continuing to invest in innovation across our Toblerone portfolio, marketing and production.
“As part of this, an evolved visual identity is being unveiled through updated packaging that includes a distinctive new Toblerone typeface and logo that draw further inspiration from the Toblerone archives and the inclusion of our founder, Tobler’s, signature.”
The move follows the firm’s decision to move some of its production to a plant in Bratislava, Slovakia. Despite the ruling, the brand has pledged to keep Berne, its home city, at the heart of its identity.
