“Chocolate as if nobody looked.” That is the proposal of Toblerone In its new global campaign, with which it appeals to enjoy its product, with its characteristic triangular form, without fear of judgments and delivered to pleasure and fun.

By the hand of the creative agency Lepub, The brand proposes a creativity that clashes with the traditional delicacy attributed to chocolate and plasma The desire and the desire to devour and chew it. It is a declaration of intentions against the subtlety and elegance that characterize the communicative codes of the category.

The spot, with production of Prodigious And direction of the Danish filmmaker Martin Werner, presents a series of scenes starring different consumer profiles and in various contexts. All of them, whether at work, at home, on the bus or in the hairdresser, address Toblerone to bites in an almost animal way.

Magali Mirault, global toblerone brand senior director, points out that the campaign is a significant advance in Toblerone’s identity. “It is a manifesto for chocolate lovers around the world. It is about allowing to experience pure and without adulterate happiness“, Explains in a statement from Lepub.”It is a real brand statement that reflects our distinctive spirit and our ambition to promote a more personal and pleasant relationship with the enjoyment of chocolate”

For its part, Mihnea Gheorghiu, a global creative director of LEPUB, ensures that the work redefines the real Meaning of indulgence with chocolate. “It is about embracing the moments of messy pleasure that accompany the true enjoyment of Toblerone. This campaign invites everyone to leave restrictions behind and taste chocolate as it should be: without rules, only pure pleasure”

The announcement is accompanied by a series of graphics made by Fashion photographer Amy Lombard. They portray teeth, mouths distorted by the shape of chocolate and playful faces to encourage consumers to stop repressing your instincts primary and act naturally before your product.

The “Chocolate Like Nobody’s Watching” campaign will have activations on television, television on demand, external advertising and social networks. It will be executed globally, with focus on Switzerland, the United Kingdom and Australia.