Toblerone and creative agency LePub, have announced new campaign turning airport arrivals into a viral moment.
Since its foundation in 1908, Toblerone’s triangle shape has set it apart from a world of square, standardised treats. It’s never just been chocolate—it’s been a bold, travel linked icon, often gifted and always expected.
True to its playful and unconventional spirit, Toblerone found a surprising place and moment to share its message: the arrivals gate at the airport. One of the most emotional spots in any journey, filled with reunions and heartfelt moments. Right there, a scene unfolded: a young girl threw an over-the-top tantrum when her mum came back from a trip without a Toblerone.
The moment was carefully staged, but it felt spontaneous enough to grab everyone’s attention. People nearby started filming, and before long, the video was making the rounds on social media, shared organically by strangers who had no idea they’d just witnessed a coordinated marketing stunt.
The perfect blend of emotion, surprise, and shareability. One video took off almost instantly, racking up 46.5 millions of organic views in just a few days. It wasn’t long before the internet did its thing; spoofs, memes, and parody videos from creators started flooding in.
The little girl became known as “Tantrum Girl,” and the message couldn’t have been clearer: come home without a Toblerone, and you’re asking for trouble.
Influencers recreated the ‘Where is my Toblerone?’ moment in their own cheeky, heartfelt ways, sparking a wider cultural conversation about travel, family, and small-but-meaningful gestures.
“We knew it was a bit of a bold move, but we also knew there was a powerful insight at the heart of it; that moment of coming home, and the small but meaningful expectations that come with it,” said Magali Mirault, senior global brand director at Toblerone.
“It tapped into something real for people. Honestly, we were blown away by the response. It’s another reminder of just how much love there is for this brand around the world and how much Toblerone is genuinely intertwined in the culture of travel itself.”
“Toblerone has always stood out—in shape, in spirit, and in attitude,” added Mihnea Gheorghiu, global chief creative officer at LePub. “We wanted to dramatize its role as the ultimate travel gift, while bringing the brand’s ‘Never Square’ ethos to life in a place loaded with emotional significance.
“By turning the arrivals gate into a stage for unexpected drama, we reminded people why Toblerone matters.”
The stunt, which took place in London, gathered 46.5 million organic views on TikTok in 4 days and 77 million views in total across Meta, TikTok and YouTube.
Credits:
MONDELEZ TOBLERONE
Mondelez Senior Vice President Global Brands: Mie-Leng Wong
Senior Global Brand Director, Toblerone: Magali Mirault
Global Marketing Manager Toblerone: Agnes Posa-Somos
Global Brand Manager Toblerone: Claire Kamara
Global Insights Toblerone: Guillermo Estevez
Mondelez Senior Director Global Digital Media: Qaisar Bachani
LEPUB MILAN
Global CEO LePub, CCO LePub Worldwide: Bruno Bertelli
Global Chief Creative Officer: Cristiana Boccassini
Global Chief Creative Officer: Mihnea Gheorghiu
Global Executive Creative Director: Luca Boncompagni
Global Executive Creative Director: Fernando Rubin
Global Creative Director: Jack Christensen
Associate Creative Director: Andrea Ferrara
Senior Art Director: Joao Araujo
Senior Copywriter: Katharina Haller
Senior Art Director: Per Moe
Junior Copywriter: Miriam Marin
Junior Copywriter: Alessandro Traverso
Junior Art Director: Vincenzo Russo
Global Chief Strategy Officer: Bela Ziemann
Strategic Director: Max Richards
Senior Strategic Planner: Alex Moore
Strategic Planner: Juliette Vignolet
Head of Strategy: James Moore
Strategy Director: Iva Boksic
Communication Strategy Director: Adam Lotz
Data Strategy Director: Andrea Battista
Social Media Analyst: Alberto Mura
Global Client Service Director: Aurélie Quenardel
Global Account Director: Dalila Salhi
Global Account Manager: Agata Fenaroli
Head of Creative Technology: Mauro Mazzei
Senior Content Manager: Saraluna Goodloe
Chief Production Officer: Francesca Zazzera
Producer: Nicolò Dragoni
Global Head of PR and Communication: Isabella Cecconi
Senior PR Manager: Eleonora Botta
PR Coordinator: Alessia Cornali
VIDEO PRODUCTION:
Director: Tommaso Galeazzo Bianchi
DOP: Matteo Terzaghi
Production Company: Prodigious
Managing Director: Daniela Di Maio
Executive Producer: Alessio Zazzera
Line Producer (Local): Pete Waite (Ginger Whippet Films)
Producer (Local): Mike Merritt (Ginger Whippet Films)
Head of Production (Local): Scarlet Mayes (Ginger Whippet Films)
