Salty, Sweet, and User-Oriented

For Toblerone's new Crunchy Salted Almond chocolate, we created a social media campaign that emphasizes the dual flavors: salty and sweet. We decided on a campaign that starts with an external website on which Toblerone fans could create flavor combinations from a list of 50-75 flavors. Fans would then be able to start a flavor combination with their favorite flavor and share it on Facebook, Twitter, or Instagram and enlist the help of their friends to complete the combination. These new chocolate bars created by friends would be pictured underneath a half-and-half shot of each friend's profile pictures, which would then be shared on each respective social network. 

These pictures would then be placed into a voting system in which the chocolate bars "battled" until there were a top three choices. Then, to engage Bay Area Toblerone fans, Toblerone would host an event in San Francisco at which the three top flavors would be made and distributed. The fans could then taste all three and vote on their favorite. At the end of the event, the top choice would be revealed, and that would become a limited edition Toblerone chocolate bar in the Bay Area.

We wanted there to be a focus on the dual-flavor chocolate, so we created the friend- sharing aspect of the campaign. The flavor choices on the site would be relatively gourmet foods, such as spices, mint, and exotic fruits. This would appeal to young, hip, sophisticated fans. We also wanted to market specifically to Bay Area Toblerone fans, so we created a fan event at the end of the campaign. But of course, the main focal point of the campaign must be the Crunchy Salted Almond chocolate, so each aspect of the campaign would be decorated with gold and the blue color of the new bar. When a new flavor combination is shared on a social network, it would say something along the lines of, "We created Crunchy Salted Almond, now you create something else!" At the fan event, there would be samples of Crunchy Salted Almond, and again, everything would be decorated in Toblerone gold and blue.

-Saige