Mondelez International took variable design for packaging to a new level with Toblerone ! They defined a 'That's so You' marketing campaign, where each design embodies a different personality, tapping into consumers' pride, originality, and sense of belonging.
The background and icons on each of the ‘personality’ chocolate bar are also personalized to match the packaging's description.
Talk about a chocolate bar that speaks to you! 😍
The design rules included:
25 different characters
The background pattern revolves around the mountain.
Rotated background should avoid angles that are near the folding lines.
The background pattern also includes 2 variable elements that match the main character.
Each character has 2 fixed items that swap colors.
A color pallet was provided, with rules which color combinations we should avoid.
The 2 fixed elements change in the highlighted areas – but can swap between 1 and 2.
A shippable package has 10 packs.
A package should not include similar characters together.
Avoid grouping packs with the same type color.
Not too many “LOVERS” in the same 10 packs, e.g. no ‘CAT LOVER’ and ‘DOG LOVER’ in the same box.
The total amount of each character is defined (different quantities per item).
'That's so You' marketing campaign included 170,000 unique bars designs that were distributed in the UK.
With a focus on avoiding repetitive themes, the algorithm ensured a balanced distribution of traits between Toblerone boxes. A perfect production sequence was defined.
The campaign was active from June to August 2023. These unique designs are strengthening the bond of the brand with their audience and driving a 2x marketing ROI - It's definitely a win-win for everyone involved - brands, customers, and HP
Want to order a sample? Few items are still offered at eBay 😊
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