TASTE THE HEIGHT OF FLAVOR

Toblerone needed a fresh advertising campaign tailored specifically for El Salvador — one that felt visually striking, culturally relevant, and locally beloved without compromising the brand’s iconic Swiss identity.

The Challenge

• Lack of local connection: Toblerone had minimal “tropicalización,” meaning Salvadoran consumers didn’t see themselves reflected in the brand.

• Low brand awareness:

  • Toblerone was not a recognizable or emotionally resonant brand in El Salvador.

  • There was no cultural link between the product and local consumers.

• Underestimated product value: Many Salvadorans were unfamiliar with Toblerone’s premium quality and signature taste.

• Weak market performance:

  • Low sales

  • Limited consumption

  • Zero advertising presence in the country

CREATIVE CONCEPT & DIRECTION

Our goal was to reintroduce Toblerone to the Salvadoran market by giving the brand a meaningful local connection—one that feels authentic, inspiring, and culturally relevant. While Toblerone’s identity is deeply tied to the iconic Mont Cervin and the Swiss Alps, we saw an opportunity to transform that symbolism into something that resonates with the heart of El Salvador: Our majestic volcanoes.

By merging the triangle of Toblerone with the proud silhouettes of our volcanoes, we elevate the chocolate to new cultural heights. This symbolic transformation not only localizes the brand, it also elevates it — positioning Toblerone as a chocolate with “high standards, high quality, and high flavor.”

In essence, this campaign brings together Swiss heritage + Salvadoran pride, proving that great flavor can rise from iconic peaks—no matter where they stand.

CONCEPT

The Audience That Turns Moments Into Marketing

For Toblerone, we crafted a buyer persona aligned with premium retail environments, travel culture, and consumers who appreciate high-quality, visually striking products. This audience aligns naturally with airport traffic, duty-free stores, and elevated retail experiences.

Primary Buyer Persona

Age Range: 22–35
Gender: All
Location: El Salvador (tourists + local consumers)

For this campaign, we developed two versions of the slogan—one in English and one in Spanish—not as literal translations, but as culturally tuned messages that communicate the same idea in ways each audience naturally connects with.

In Spanish, “Toblerone, chocolate de altura” resonates immediately with Salvadorans as a symbol of quality and prestige, while the English version, “Toblerone — Chocolate at Volcano Height,” leans into a more visual, global tone that aligns with the brand’s international identity for visitors.

Both slogans express the core creative concept of blending Toblerone’s iconic Swiss mountain heritage with El Salvador’s majestic volcanoes, ensuring that the message feels authentic, impactful, and emotionally relevant in both languages.

"TOBLERONE, CHOCOLATE DE ALTURA"

“TOBLERONE, CHOCOLATE AT VOLCANO HEIGHT”

ADVERTISING STRATEGY & DIRECTION

To position Toblerone as a premium chocolate with a meaningful local connection, we developed a multi-platform strategy designed to spark visibility, curiosity, and cultural resonance. The campaign blended traditional media, digital placements, and strategic partnerships—ensuring Toblerone could finally stand out in a market where its presence had been minimal.

Our approach centered on two pillars:
(1) High-impact visibility in places where Salvadorans and international visitors naturally engage, and
(2) Cultural relevance through creative storytelling that merges Toblerone’s iconic triangle with the volcanic identity of El Salvador.

PRINT & OUTDOOR MEDIA (High-Visibility Touchpoints)

DIGITAL CAMPAIGN (Relevance + Reach)