Toblerone
The most successful valentine packaging in TOBLERONE's history
Valentine's Day presents the perfect
opportunity for chocolate brands to shine.
During this festive season, every brand strives to stand out
by putting extra effort into their packaging. The goal is to
create a festive, eye-catching design that captures the hearts
of consumers and sets their products apart in a crowded market.
Problem
The original packaging design was provided by regional.
However it didn't meet the preferences of Indonesian
market. It appeared
too plain and lacking
of festive appeal compared to most competitors, especially
KitKat and Delfi.
We found nothing wrong with the design, but true that it's missing key factors that typically inspire consumers to make a purchase decision.
We found nothing wrong with the design, but true that it's missing key factors that typically inspire consumers to make a purchase decision.
Insight
In the Indonesian market, Valentine's Day is celebrated widely, with
people exchanging gifts not just with romantic partners but also with
best friends and other loved ones. This creates a broad opportunity
for chocolate brands at every tier to be chosen as part of the celebration.
Cards, however, are no longer a popular trend in Indonesia. They are often seen as overpriced and lacking in variety, with people preferring to allocate their budget elsewhere.
Cards, however, are no longer a popular trend in Indonesia. They are often seen as overpriced and lacking in variety, with people preferring to allocate their budget elsewhere.
Our Solution
Given this context, there is an opportunity to cater to
consumers who seek personalized gifts
without spending on traditional cards.
This presents a chance to create chocolate packaging that offers a
personal touch, making the gift more meaningful and
aligned with current preferences.
So we came up with the most basic function of gifting "Personalized message to special ones." in the form of a pull-out card.
We added a
pull-out card,
we can fill our intended person's
name, and small area for short note.
Main packaging
design was provided.
What a success!
First brand that sold out one week before Valentine's Day.
