Toblerone turned airport gifting into viral chaos

Client: Toblerone

Toblerone faced a challenge during the summer travel season. Airports remained the brand’s most iconic retail environment and biggest sales driver, but competition and clutter threatened its position as the essential gift travellers bring home. The task was to build awareness at scale, spark conversation and deliver commercial growth through content capable of travelling further than traditional advertising.

The answer came from a cultural truth. When someone returns from a trip, a Toblerone is expected. Break that unwritten rule and disappointment follows. Toblerone dramatised the consequence through “Tantrum Girl”, a social-first TikTok film showing an epic meltdown when no Toblerone appeared. Engineered to capture attention immediately, the film turned a familiar gifting expectation into shareable entertainment. Seven creators then reinterpreted the “Where’s My Toblerone?” idea through their own distinctive styles, extending the story across audiences and sustaining momentum through paid and organic distribution. The campaign exceeded every objective. Paid activity reached 11.3 million people and generated 44.8 million video views, while creator content delivered 79 million organic views worldwide. Ad recall rose 20.4%, ahead of Kantar norms, while sales value increased 11% and net revenue grew 10%. Toblerone transformed a product truth into a cultural conversation that delivered business impact.