Packaging · Global · 2023
Toblerone: Losing the Matterhorn
Moving some production out of Switzerland meant Toblerone could no longer show the Matterhorn on its pack.
By Maer Media editorial teamPublished 4 October 20263 min readMondelezPackaging · Branding
- Brand
- Toblerone
- Market
- Global
- Year
- 2023
- Category
- Packaging
- Agency or team
- Mondelez
- Channels
- Packaging
The context
Swiss “Swissness” rules restrict national symbols to products that meet Swiss-origin thresholds. Mondelez was moving part of Toblerone’s production to Slovakia.
National symbols are protected by origin rules.
The move
The pack was redesigned with a stylised mountain, the line “Established in Switzerland” and a new typeface based on founder Theodor Tobler’s signature.
How it was executed
- Removed the Matterhorn.
- Added ‘Established in Switzerland’.
- Introduced a typeface based on the founder’s signature.
Moving some production out of Switzerland meant Toblerone could no longer show the Matterhorn on its pack.
What happened Reported facts
The change attracted global coverage and shows how regulation can shape a brand’s most distinctive asset.
Why it worked Maer’s analysis
A forced change was managed by keeping the other distinctive assets intact.
What to take from it Maer’s analysis
- 01Know the rules that govern your symbols.
- 02When an asset must change, change it carefully.
- 03Origin stories need legal foundations.
Indian brands using GI tags or national symbols should check eligibility before building identity around them.
Where Maer applies this
The same thinking runs through these brand templates:
Sources: Mondelez; press coverage (2023). Figures are as publicly reported; Maer Media was not involved in this work and is not affiliated with Toblerone.
The Maer Media editorial team studies how brands are built, from positioning and packaging to launches and growth. Figures in each case study come from the public sources listed above; the analysis and the India notes are our own. More about Maer
More packaging
Share a Coke
Coca-Cola replaced its own logo with 150 first names. The pack became the message, and the campaign spread to more than 80 countries.
PackagingPackaging · CampaignsMurder Your Thirst
A canned water branded like a heavy-metal band, built to be seen at festivals and bars.
PackagingPackaging · BrandingThe Pack That Talks
Oatly turned its cartons into a page of conversational, self-deprecating writing.
PackagingPackaging · Branding