Toblerone is adding some sparkle to the Christmas chocolate category with a new festive campaign, ‘Whatever you gift, add a diamond (just in case)’. 

The initiative showcases Toblerone’s new diamond-shaped truffles, which are intended to align with a high demand for diamond-themed gifts during the holiday period.

The campaign features a variety of elements designed to capture shoppers’ attention across London, including strategically-placed dynamic content from mobile billboards near key shopping locations such as Harrods, Oxford Circus, Westfield and Covent Garden, as well as influencer collaborations.

Tailored research, carried out by agency Le Pub, Publicis Media and Google, was commissioned to analyse consumer insights and spending habits, allowing different messages to be aimed at different types of shopper.

The confectionery brand also worked with specialist entertainment agency Elevenfiftyfive and Publicis Media, to secure a dedicated shop window at the entrance of Selfridge’s iconic department store. For the first time, it will also offer a branded gift-wrapping service inside the store, allowing shoppers to add a Toblerone Diamond truffle to any in-store purchase.

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“Toblerone positions itself as the ideal gift companion for any occasion,” said Susanne Nowak, Toblerone senior brand manager at parent company Mondelez. “This approach not only keeps us in the conversation during the busiest season of the year but also ensures our product remains relevant to consumers.”

Publicis Media UK business director Paige Tilley, added, “Breaking traditional media rules this Christmas will place Toblerone Truffles at the heart of the season. We have truly combined creative and media innovation this year to cut through the noise at the busiest time of year.”

The campaign will run in the UK until 31st December, building on the successful launch of the truffles.