Never Square

Agency: LePub Amsterdam


Mondelēz International has officially announced the return of Toblerone, an original icon with a future proof long-lasting vision of product innovation and category disruption through a new type of premiumness.

In a world craving for originality, there are a lot of boxes to fit into but still we have standardized ways of working and living. Sometimes we move so fast that we don’t even stop to reflect whether there are alternative or more original ways. “Never Square”, the brand platform ideated by the creative agency LePub Amsterdam, wants to inspire people to look at conventions and standards with a cheeky, progressive, and grown-up point of view – just like the brand’s founder Theodor Tobler encouraged in 1908. In fact, when the chocolate industry only proposed squared-format bars, Toblerone boldly launched a triangular-shaped-product, proving since the very beginning the brand would have never adhered to the standards.

The new unveiled brand signature, “Never Square”, mirrors this spirit, aiming to show exactly the attitude that questions standards, encourages uniqueness and champions those who dare to be different. Towards this goal, Toblerone and LePub Amsterdam collaborated with fashion photographer Manu Fauque, who has previously worked with celebrities, magazines and fashion brands. His keen eye brought a fun and bold twist to the progressive and premium brand – bringing a more editorial aesthetic treatment.

As first milestone for the “Never Square” platform, the brand launched a new unconventional product. Toblerone Truffles are an exciting combination of the original taste of Toblerone with a new, velvety smooth truffle center and bites of crunchy honey and almond nougat, wrapped in a unique diamond shape. The truffles recently made their debut in the United Kingdom, Switzerland, Australia and in the World Travel retail channel, before expanding to other countries next year.

This professional campaign titled 'Never Square' was published in Netherlands in October, 2023. It was created for the brand: Toblerone, by ad agency: LePub Amsterdam. This Film medium campaign is related to the Confectionery, Snacks industry and contains 3 media assets. It was submitted 6 months ago.


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