Title	TOBLERONE.CO.UK DTC PLATFORM
Brand	MONDELĒZ
Product/Service	TOBLERONE
Category	B01. UX & Journey Design
Entrant	MEDIA.MONKS London, UNITED KINGDOM
Idea Creation	MEDIA.MONKS London, UNITED KINGDOM
Production	MEDIA.MONKS London, UNITED KINGDOM
Additional Company	BULLETPROOF London, UNITED KINGDOM
Additional Company 2	THE HUT GROUP Warrington, UNITED KINGDOM

Name	Company	Position
Nimo Awil	Media.Monks	Creative Director
Geo Freitas	Media.Monks	Associate Creative Director
Raul Cerezo	Media.Monks	Associate Senior Creative
Nick Rees	Bulletproof	Chief Creative Officer & Partner
Beth Drummond	Bulletproof	Design Director

Describe the creative idea

The airports were empty. Toblerone needed something to replace travel gifting. We created a high-quality D2C gifting experience that helped Toblerone take advantage of personalised gifting. How? We set out to resolve the cultural tension of generic gifting: powered by our D2C platform we want to make Toblerone the most personal gift you can give. The hook? In a world of squares, Toblerone champions the triangles. So, we celebrate the ‘edges that make you unique’. Through the design of the platform Toblerone created a website that helps us all celebrates the ways that we can ‘#BeMoreTriangle’. From our bright colour palette to our positive tone of voice, it’s really the edges that make things interesting: our platform celebrates the unmistakably shaped chocolate and iconic packaging through dynamic perspectives and animated angles. The website is designed around interactive exchanges, charming and memorable unexpected moments that give consumers more than they expect.

Describe the execution

To create a premium D2C gifting experience, our design language utilised the power of in-page narratives to drive towards conversion, connecting content with customers in creative ways. We implemented a best in-class UX, with seamless ecommerce journeys from arrival to check-out. Having identified the key personas, we developed user journeys covering the whole cycle of gifting: from the moment a user creates a gift, up to the point when the recipient receives one. Our research also suggested that someone who receives the gift is looking to reciprocate the gesture, so we ensured the gifting experience resonated on social media beyond the point of purchase. This customer centric thinking provided an unparallelled customisation platform giving the user the creative freedom to create a truly unique and personalised gift. The visual design of the site showcases incredible flavour cues with mouth-watering premium chocolate photography. From our bright colour palette to our positive tone of voice, the website design extends the new Toblerone brand: premium yet quirky. The balance of the font styles, sophisticated bold titles in the unique brand font and smaller font styles create timeless designs. However, that is really the edges that make things interesting: our platform celebrates the unmistakably shaped chocolate and iconic packaging through dynamic perspectives and animated angles. The experience was designed for mobile browsing and mobile conversion as priority. Mobile conversion had to come with a sense of excitement - a rich yet usable mobile first experience that enabled us to strike the right balance between fun and functionality. Presenting a lot of content on a small screen can be challenging, so to address this, we created ‘on scroll’ animations, inducing surprise and excitement as the user explores. This gave more visibility to the content and to the products proposed whilst injecting delight throughout the experience.