In China, most people buy 1 Toblerone bar per purchase. And mostly as gifts. But we were greedy. We wanted them to buy hundreds. In order to do that, we had to be as charming as possible. We devised a clever plan. We asked people to use our distinctive shape and create anything their heart desired. They built their designs on our website. We then built the real thing. Once we were finished, they could buy their designs from our online store.

We launched the campaign by placing our sculptures in retail stores and art galleries. People were then driven to our website where they created their own designs. Next, people had the option of buying their designs in our online store.

This was the first advertising campaign that Toblerone had done in China. We delivered to 54,000 customers and sold more than 400,000 bars of Toblerone. The campaign may be launched globally.