Toblerone turns gifting doubts into festive delight with interactive carols

In partnership with creative agency LePub Milan, the brand transforms classic festive carols into humorous gifting dilemmas, every live tour performance is “shoppable” in real time.

Toblerone, the iconic chocolate brand, together with agency LePub Milan, is putting a Never Square twist on traditional festive celebrations. This year, in support of Toblerone Diamond Truffles, the brand leans into a universal holiday truth: the persistent worry of “Did I actually get the right gift?” To bring this all-too- relatable feeling to life, Toblerone has launched its first “shoppable” choir, a distinctly British choir performing classic Christmas carols rewritten to capture the awkward, funny, and anxiety-filled moments of gift giving. Partnering with the London Oriana Choir, each performance invites passersby to smile at the chaos and shop directly from the choir using scannable QR codes.

“While the holiday season is often portrayed as a time of clarity and joy, it can just as easily be marked by uncertainty, particularly when it comes to gifting. Our goal was to acknowledge that relatable moment when people review their lists and question whether they’ve chosen the right gift. By reframing traditional carols to spotlight these common gifting doubts, we’re not making light of consumers but connecting with them through a shared experience. Toblerone Diamond Truffles offers a straightforward solution: a thoughtful, premium addition that elevates any gift, making the gesture feel more intentional, more generous, and ultimately more enjoyable.” Susanne Nowak, Senior Brand Manager – Premium Brands, Mondelez UK

“Much of Christmas advertising depicts consumers as perfectly organised, thoughtful, and emotionally expressive. In reality, most people are navigating uncertainty and tight timelines. For Toblerone, this represents a far more authentic and creatively rich space to explore. We developed a choir of ‘musical overthinkers’ to bring these everyday gifting dilemmas to life, transforming them into small festive moments that reflect real consumer behaviour. In each piece, Toblerone provides the decisive, uplifting resolution, delivering a confident final note that reinforces the brand’s role in elevating the gifting experience.” Mihnea Gheorghiu, LePub Global Chief Creative Officer

The activation builds seamlessly on Toblerone’s 2024 London campaign, “Whatever You Gift, Add a Diamond (Just in Case),” reinforcing the idea that doubt is an inevitable part of gift-giving and that Toblerone Diamond Truffles offer the perfect reassurance. The choir toured major London shopping districts, popping up precisely where gifting panic tends to strike: from iconic retail landmarks to bustling streets and high-traffic shopping zones. The experience comes with everything from music books to sheet music and sample packs with choir members becoming interactive retail touchpoints, using QR codes to guide shoppers directly to Toblerone Diamond Truffles.

The stunt, a campaign from Publicis PoP’30 and ideated by LePub Milan, is amplified through a broader integrated campaign activated by Spark Foundry UK and it spans print, OOH, and audio, all encouraging people to ‘Add a Diamond, just in case’ to whatever they plan to gift this season.

Source: LePub

  Advertising, Campaign, Christmas, Food, LePub, LePub Milan, Marketing, Mondelēz International, OOH, Toblerone