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.
Five beloved carols were reimagined into gifting dilemmas familiar to every Christmas shopper:
- We Wish You a Merry Christmas → Why Did We Do Secret Santa?
The dread of discovering you’ve drawn your boss in the office Secret Santa. - Deck the Halls → Wreck the Halls
A couple navigating the classic miscommunication about what they really want for Christmas this year. - Silent Night → What Do Dads Like?
A melodic plea for help from anyone who has realised: beyond being “Dad,” who really knows this guy or what he actually wants? - Jingle Bells → Shopping Hell
A musical descent into the chaos and stress of last-minute Christmas shopping. - The Twelve Days of Christmas → 12 Days of Christmas Gifts
A snowballing list of questionable gift choices, each more uncertain than the last.
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.
Toblerone Choir – Credit List
MONDELEZ TOBLERONE
Brand Manager Toblerone, Mondelez UK: Ristika Dara Ninggar Marketing Director, Seasonal, Mondelez UK: Simon Crowther
Senior Brand Manager Premium Brands, Mondelez UK: Susanne Nowak Digital Experience Lead, Mondelez UK: Derren Valydon
External Affairs Manager, Mondelez UK: Sam C. Winter
Associate Counsel UK&I, Mondelez UK: Mishali Gundecha
Counsel UK&I, Mondelez UK: Hina Parmar
Insights & Analytics Manager Chocolate, Mondelez UK: Mitali Parekh Junior Brand Manager Toblerone, Mondelez UK: Debasmita Das
LEPUB MILAN
Global CEO LePub, CCO LePub Worldwide: Bruno Bertelli Global Chief Creative Officer: Cristiana Boccassini
Global Chief Creative Officer: Mihnea Gheorghiu
Chief Creative Officer: Luca Boncompagni
Chief Creative Officer: Cinzia Crociani
Creative Director: Andrea Ferrara
Global Creative Director: Jack Christensen
Creative Supervisor : Elena Pinillos
Senior Copywriter: Beatrice Galli
Head of Art: Andrea Ferlauto Junior Designer: Daria Guseva
Global Chief Strategy Officer: Bela Ziemann Global Strategy Director: Iva Boksic
Global Senior Strategist: Filippo Riccardi
Global Client Service Director: Aurélie Quenardel Global Account Director: Viktoria Ovtcharenko Account Manager: Anna Tablado
Global Chief Production Officer: Francesca Zazzera
Producer: Martina Mozzillo
Head of Digital Production: Vittorio Cafiero
Global Head of PR and Communication: Isabella Cecconi Senior PR Manager: Eleonora Botta
PR Coordinator: Alessia Cornali
Head of Content: Manuela Rossi
Senior Content Manager: Saraluna Goodloe Content Manager: Daniele Benvenuti
SPARK FOUNDRY UK
Strategy Lead: Felicity Bowen
Client Partner: Kirsty Graham
Business Director: Ramy Choueiri Account Manager: Bella Kong
Senior Partnership Manager: Sophia Hall Senior Account Executive: Ella Ritchie
SECRET LONDON
Project Manager: Emily Davies
Senior Project Manager: Charlotte Robinson
Source: LePub
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