Toblerone

Toblerone, the Swiss choco­late brand, has been a ubiq­ui­tous pres­ence across Mod­ern Trade out­lets in the coun­try for quite some time now. The brand po­si­tion­ing was clear: a pre­mium gift­ing so­lu­tion that ap­peals to the emo­tional needs of a shop­per. Armed wi

Point of Purchase - - CONTENTS - N Jay­alak­shmi & Fairy Dharawat

Achoco­late can mean many things to many peo­ple. From be­ing a self in­dul­gent feel-good quick fix to a gift to some­one spe­cial, it of­fers a range of op­tions meet­ing dif­fer­ent needs of the con­sumers. Toblerone, the in­ter­na­tion­ally pop­u­lar Swiss choco­late brand, wanted to go one step fur­ther– be a pre­mium and unique gift­ing so­lu­tion, thus adding an­other di­men­sion to the whole choco­late con­sump­tion ex­pe­ri­ence. When Kraft Foods de­cided to carve a dis­tinct iden­tity for its brand ‘Toblerone’ in the In­dian mar­ket, it left no stone un­turned where vis­i­bil­ity in Mod­ern Trade was con­cerned. And the re­sults were pretty ob­vi­ous. Mas­sive, hard-to-miss Toblerone brand­ing in the trade­mark tri­an­gu­lar shape was some­thing that most shop­pers en­coun­tered in re­cent times at many MT out­lets. The idea was to po­si­tion it as a brand syn­ony­mous with a pre­mium gift­ing so­lu­tion, with the dis­tinct call to ac­tion line: ‘Gift like no one else.’ In­deed, with their unique de­sign of tri­an­gle shape, Toblerone was ef­fec­tive in en­sur­ing that the shop­per had reg­is­tered the Toblerone mes­sage of be­ing the one of the best pre­mium gift­ing so­lu­tions. Talk­ing about the need to cre­ate a pre­mium as­so­ci­a­tion for the brand given the pro­file of their tar­get seg­ment, says Su­nil Tal­dar – Di­rec­tor, Sales and In­ter­na­tional Busi­ness, Cad­bury In­dia Ltd, the mother brand of Kraft Foods, “Higher dis­pos­able in­comes and a taste for richer choco­lates are en­sur­ing a steady growth of the pre­mium choco­late mar­ket in In­dia. There is a grow­ing con­sumer seg­ment, mostly in the ur­ban mar­kets, which is aware and con­scious of a pre­mium choco­late brand.” Adds Su­nil Tal­dar, “Toblerone is a unique ex­am­ple of out­stand­ing prod­uct brand­ing. It is uni­ver­sally per­ceived as pre­mium and un­con­ven­tional. It is the most pre­ferred pre­mium gift­ing choco­late for globe-trot­ters across the world. The unique tri­an­gu­lar shape, dis­tinc­tive taste, Swiss her­itage and the pre­mium qual­ity makes it a per­fect gift for any oc­ca­sion. In In­dia, we as­pire to po­si­tion this her­itage brand as one of the most

pre­mium gift­ing brands and there­fore de­cided to use ‘Gift like no one else’ as the brand theme.” It was this pre­mium im­age and call to ac­tion that the brand wanted to ex­tend to the re­tail space and this is where Saatchi & Saatchi X, the shop­per mar­ket­ing agency, en­tered as they cre­ated a high pre­mium look that mar­keted Toblerone not only as a pre­mium prod­uct but also as a prod­uct that com­manded high value. Saatchi and Saatchi X, armed with in­sight­ful shop­per re­search, ze­roed in on some im­por­tant emo­tional driv­ers for the tar­get shop­pers which made them feel good about them­selves while gift­ing

choco­lates to a loved one. So Toblerone had to be po­si­tioned as a prod­uct with this feel good fac­tor weaved into its vis­i­bil­ity. The agency stud­ied the tar­get shop­pers and found them to be young, af­flu­ent, play­ful and ad­ven­tur­ous. This young shop­per is en­er­getic and is not wor­ried of shelling out an ex­tra for some­thing that catches their fancy. So the other im­por­tant ques­tion was how to con­nect this shop­per to Toblerone in the re­tail en­vi­ron­ment? The key chal­lenge was to cre­ate a high vis­i­bil­ity quo­tient that com­mu­ni­cates the core band val­ues to the shop­per. Say Rahul Kulka­rni and Anuj Dixit, Cre­ative Heads -- Saatchi & Saatchi, “From the emo­tional driv­ers, we gath­ered that what mat­ters is the self­cre­ation for the shop­per. Self cre­ation is cre­at­ing self-eq­uity. It’s about cre­at­ing a good im­pres­sion on the gif­tee. So when you gift some­one, you want them to re­mem­ber you and like you. At the same time it has to con­vey the in­di­vid­u­al­ity of the per­son who has picked up that gift.” So this was the thought process that the agency lever­aged while plan­ning the vis­i­bil­ity fac­tors for Toblerone at re­tail. The key task was to marry the core global el­e­ments of con­sumer brand per­cep­tion to the shop­pers’ need to buy a unique, in­di­vid­u­al­is­tic gift. These three core ones out of the eight global el­e­ments of con­sumer brand

con­sump­tion for Toblerone are:

Unique 3D tri­an­gu­lar shape and pack

Unique multi di­men­sional ex­pe­ri­ence

Tra­di­tion­ally Swiss Fur­ther, to cre­ate var­i­ous touch points for the shop­pers at re­tail, three emo­tional driv­ers namely self cre­ation, sport and con­nec­tion were used to build the brand Toblerone. These driv­ers helped in con­nect­ing with the tar­get shop­pers in the re­tail en­vi­ron­ment and by im­ple­ment­ing these var­i­ous emo­tional driv­ers, Saatchi and Saatchi made sure that Toblerone stood out as a unique gift­ing so­lu­tion that the shop­pers val­ued; and which re­flected on them­selves while gift­ing it to those who mat­ter. As the Saatchi and Saatchi team says, “We wanted shop­pers to use Toblerone as an in­ter­na­tional gift al­ter­na­tive to a wine or a scotch.” Com­ment­ing on the chal­lenges faced while work­ing on Toblerone, Rahul Kulka­rni says, “Launch­ing an in­ter­na­tion­ally pop­u­lar brand in the In­dian mar­ket with no ATL sup­port was a huge chal­lenge for Saatchi and Saatchi. In­ter­na­tion­ally, the brand is very much known and vis­i­ble in re­tail. In In­dia, it is dif­fer­ent and the fo­cus was on launch­ing it the right way in Mod­ern trade.” “Well, the vis­i­bil­ity plan con­cep­tu­alised by Saatchi and Saatchi X was trans­formed into re­al­ity, by SAB Cre­ations, who were in­volved in the fab­ri­ca­tion and ex­e­cu­tion of the con­cept at re­tail. As per the brief given to them,

Su­nil Tal­dar Di­rec­tor, Sales & In­ter­na­tional

Busi­ness Cad­bury In­dia Ltd.

Rahul Kulka­rni Cre­ative Head Saatchi & Saatchi

Anuj Dixit Cre­ative Head Saatchi & Saatchi

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