The new Toblerone: “Might as well make it a regular chocolate bar…”

Toblerone is an iconic brand that, since its emergence in 1908, has held its triangular shape. According to legend, this shape was inspired by the Matterhorn Theodor Tobler had a view of. Last month, the company announced a change in the shape of their chocolate in the UK cost reasons. Global research agency DVJ Insights studied how this change would be received in the Netherlands. The view from over there – how Toblerone could have avoided a costly brand mistake over here…

Scientific publications by Byron Sharp, Kahneman, and others, indicate that positive associations that are unique for a brand, and are relevant for the category lead to the sound growth of the brand. Much research has been done on brand consistency, and Sharp is also a strong advocate of maintaining consistency. Building consistent brand salience in the consumer’s mind ensures that the brand is always mentally available in the moments that matter.

They are cues that either consciously or unconsciously elicit memories and associations.

Toblerone was one of those brands that has always retained the same packaging, and kept the physical product consistent. Even if there is no advertising, it’s the only brand vehicle that people see always and everywhere. In-store, at home, you name it.

Questionnaires are inherently influenced by what marketers and researchers think. Often the statements we ask do not reflect what consumers truly think and feel, nor how they perceive brands and products. Therefore, to uncover peoples unbiased memory structures, DVJ Insights make use of mass qualitative techniques such as free associations and storytelling. This combination helps us understand what goes on in people’s minds and the meanings they attach to these thoughts.

Strong mental network

According to a study under 480 chocolate users Toblerone is a typical brand that elicits a lot of free associations. The triangle, taste, nougat, and the long, different packaging are spontaneously mentioned. There are also associations with Switzerland, the mountains, and traveling. Positive and unique associations for the brand are shown below.

Additionally, the stories reveal personal memories, that not only strengthen the free associations, but also give them meaning. “The chocolate is triangular, which stands out from the other brands. For me it really fits with a holiday, because it came out in the Swiss market first. The triangular pieces… … and caramel pieces are delicious and surprising,.. because of the appearance, eating a second piece is already mischievous. Another person says that her husband “regularly goes to London. To make it up to our daughters and me, he has to bring back something. A while ago it was a big size Toblerone. You have these in yellow with red letters, but also in white. He brought the white one some time ago, but this time it was the traditional yellow one. It was extra-large, and extra delicious!!! He has our permission to go to London again..!”. Also, how people break the Toblerone was regularly mentioned in the stories. There are many videos of it online. The breaking of the chocolate seems to have become a ritual and be a part of the experience. It’s wonderful if you are able to elicit that kind of response from people as a brand.

Changing chocolate bar.

Because of the high costs of the ingredients, Mondelez decided to reduce the weight of 2 chocolate bars in the UK, making the space between the characteristic chocolate chunks larger.

Without any further explanation, DVJ Insights presented people from her Dutch panel with a picture of this new chocolate bar. People were then asked for their free associations using the previously described qualitative techniques. It is therefore not surprising that the new Toblerone also elicited negative spontaneous associations in the Netherlands.

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DVJ Insights then asks if people could elucidate their own associations through a combination of free associations and further inquiring with open ended questions. Because of the integration of “mass qual” techniques in innovative research we learn to better identify opportunities and risks. Because of this, the potential impact becomes more meaningful. It goes much further than the usual like and dislike questions. This way, you not only reach a stronger diagnosis, but also obtain richer feedback whereby emotion is also present “Leave good products alone. The new shape becomes unappealing, it’s as if you get less for your money, can share less with others. It’s all negative. Toblerone is the way it is and that is good!”. And “you get less chocolate, for the same price and it looks less like real mountains, as it did before”.

But perhaps another comment from a respondent touches the essence the most: “Might as well make it a regular chocolate bar…”. Once upon a time, Toblerone’s ‘Matterhorn’ was a source of inspiration, now however, it has become a heap of criticism. Practically everything that the chocolate stands for, all that people perceived as positive and unique for Toblerone, is suddenly gone, and with it, the carefully constructed powerful characteristic brand associations. It is crucial to base people’s rich insights in what they themselves find important in an innovation and make what the brand means for them quantifiable. To persuade marketers and their stakeholders to make the right decisions.

Roderik Sorbi is Sr. Client Consultant at DVJ Insights