# Luxury-Inspired Chocolate Campaigns The Toblerone 'Never Square' Campaign Takes a Cheeky Approach By Michael Hemsworth | Published 2023-10-11 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/toblerone-never-square-campaign References: [snackandbakery](https://www.snackandbakery.com/articles/109955-mondelz-international-reveals-new-toblerone-brand-platform-premium-offerings) & [mondelezinternational](https://www.mondelezinternational.com/)  The [Toblerone](https://www.trendhunter.com/trends/chocolate-like-nobodys-watching) 'Never [Square](https://www.trendhunter.com/trends/blackowned-restaurant)' campaign is being run by [Mondelēz International](https://www.trendhunter.com/trends/toblerone-truffles) as a luxury brand-inspired marketing endeavor that's sure to catch the attention of consumers this fall thanks to its cheeky approach. The campaign puts Toblerone Truffles in the spotlight with models donning the treats like high-end jewelry, which plays on its diamond-inspired shape. These images are paired with playful phrases like 'Diamonds are a Girl's Best Snack' and 'Diamonds Last for a Moment' to take a tongue-in-cheek approach that's sure to garner the attention of consumers. The campaign positions the brand as a premium offering worthy of gifting and special occasions this holiday season. Senior Vice President of Global Brands at Mondelēz International Mie-Leng Wong commented on the Toblerone 'Never Square' campaign saying, "We’re excited and inspired by the new brand platform, ‘Never Square,’ which pays homage to the values embodied by founder Theodor Tobler. He embraced originality and created a triangular chocolate in a world of squares, and this platform is our way of inspiring people to do just that.” Image Credit: Mondel?z International ## Trend Insights (Trend Hunter) - Score: 6.2/10 - Popularity: 81% | Activity: 86% | Freshness: 18% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) ## Key Themes ### Why This Trend Is Growing - **Luxury-inspired Marketing:** The Toblerone 'Never Square' campaign is a luxury brand-inspired marketing endeavor. - **Playful Phrases:** The campaign uses playful phrases paired with images of models donning Toblerone Truffles. - **Premium Gifting:** The campaign positions Toblerone as a premium offering suitable for special occasions. ### Industries Being Reshaped - **Confectionery:** Toblerone's luxury-inspired chocolate campaign disrupts the confectionery industry with its high-end positioning and innovative marketing - **Fashion:** The campaign's use of models wearing Toblerone Truffles as high-end jewelry disrupts the fashion industry by combining luxury food and fashion elements. - **Advertising:** The Toblerone 'Never Square' campaign disrupts the advertising industry with its cheeky and attention-grabbing approach. ## Related on Trend Hunter - [High-End Mainstream Truffle Treats](https://www.trendhunter.com/trends/toblerone-truffles.md) - [Humorous Chocolate Spots](https://www.trendhunter.com/trends/chocolate-like-nobodys-watching.md) - [Gem-Shaped Chocolate Truffles](https://www.trendhunter.com/trends/diamondshaped-truffles.md) - [Gilded Caramel Chocolate Bars](https://www.trendhunter.com/trends/toblerone-golden.md) - [Festive Chocolate Campaigns](https://www.trendhunter.com/trends/love-godiva-campaign.md) - [Crunchy Seasonal Chocolate Truffles](https://www.trendhunter.com/trends/truffles.md) - [Comprehensive Brand Platforms](https://www.trendhunter.com/trends/raise-a-rocher.md) - [Snack-Friendly Chocolate Squares](https://www.trendhunter.com/trends/ferrero-rocher-chocolate-squares.md) - [Pyramid-Shaped Chocolate Eggs](https://www.trendhunter.com/trends/edgy-egg.md)