Toblerone unveils 'manifesto for chocoholics everywhere'

Toblerone is insisting it is by taking a stand for how chocolate should be enjoyed in its latest campaign which is aimed at showcasing how enjoyable it can be to give into chocolate, although it could leave a bitter taste for English language purists.

The activity, devised by Publicis’ Le Pub, urges shoppers to “Chocolate Like Nobody’s Watching”, with scenes and portraits of people enjoying Toblerone chunks without fear of judgement.

According to the official line: “For so long chocolate advertising has told us that we should eat chocolate in a certain way, delicately, in tiny bites that almost float in your mouth like feathers on the skin. But this is a misrepresentation of how we actually want to enjoy it. When we crave chocolate, we don’t want demure eating rituals; we want to devour it, munch it, and fully enjoy it.”

Quite when “to chocolate” became a verb is anyone’s guess but, nevertheless, the campaign has kicked off with a film directed by Danish filmmaker Martin Werner, supported by a series of still portraits captured by fashion photographer Amy Lombard.

Designed to challenges cultural norms, it features characters at work, at home, on the bus, and even in a hair salon, fully indulging in Toblerone bites in an almost animalistic way – yet still looking effortlessly elegant.

Throughout the campaign, we see full mouths, distorted faces, and pointy cheeks, all in settings where we are usually told to suppress our primal instincts and act in a way that feels anything but natural.

Toblerone senior global brand director Magali Mirault said: “Chocolate like Nobody’s watching marks a significant step forward in shaping Toblerone’s identity. This isn’t just a campaign; it’s a manifesto for chocolate lovers everywhere. It’s about permitting yourself to experience pure, unadulterated bliss, one triangle at a time.

“It’s a genuine brand statement that reflects our distinctive spirit and our ambition to champion a more personal and indulgent relationship towards the enjoyment of chocolate.“

LePub global co-chief creative officer Mihnea Gheorghiu added: “We’re redefining what chocolate indulgence really means. It’s about embracing the messy-good moments that come with the true enjoyment of Toblerone. This campaign invites everyone to stop holding back and savour chocolate the way it’s meant to be experienced: no rules, just pure pleasure.”

Launching on TV, TVOD, outdoor and social media, it will be released globally, with the biggest roll out in the Swiss, UK and Australian markets.