-In a glamorous gathering of impossibly beautiful people, a thief stalks a partygoer wearing an eye-catching necklace. A camera flashes, the electricity fails, and the jewelry disappears.
It’s not the latest episode of Lupin—instead, it’s a commercial for Toblerone that plays in the hit show’s stylish cinematic oeuvre while also borrowing from luxury fashion and cologne advertising. (That diamond-shaped bauble that propels the action is actually made of chocolate, almond nougat and honey).
The video introduces a new tagline—“Never Square” from Publicis Groupe’s agency Le Pub—and promotes the legacy brand’s Toblerone Truffles, available first in the U.K., Australia, Switzerland and other key markets before expanding into more countries.
Along with debuting its new truffle candy, the brand says it’s making “significant investments in premium product offerings, marketing and advertising, and expanded distribution.”
“Never Square” aims to capture the spirit of founder Theodor Tobler, who “embraced originality and created a triangular chocolate in a world of squares,” according to Mie-Leng Wong, senior vice president of global brands at parent company Mondelez International. “This platform is our way of inspiring people to do just that.”
In addition to truffles, the brand is putting its Tiny Toblerone into U.S. retailers and remaking its online gifting program to allow consumer more customization. The moves come as Mondelez has said it aims to generate 90% of revenue through its core categories of chocolate, biscuits and baked snacks. The company is “significantly accelerating” its focus on Toblerone because premium chocolate is a fast-growing segment.