Famously found at the airport and once synonymous with travel gifting, Toblerone has recently become something of an afterthought at duty-free.But let’s be real: people still love getting one. They kind of expect it.
The brand wanted to spark something bigger than a typical airport ad.
Something people would actually talk about far beyond the airport.
Sooooo, we went straight to the airport’s emotional epicenter: the arrivals gate,
and introduced Tantrum Girl: a tiny scene-stealer with a big message and a bold reminder.
Forget the Toblerone, and you might stir up more than just disappointment. Maybe even a little tantrum.
This spontaneous, multi-angle footage, totally raw and unfiltered, became the campaign’s secret weapon.
By blurring the line between fiction and reality, it turned everyday onlooker into accidental filmmakers
and viewers into true believers.
Resulting in:
44 M views on TikTok in 4 days
37 M views on Meta
+300% online mentions in a week
+67% sales increase in April 2025
(stocks are still confusing to me, but that’s a ton.)
Zero Media Spent
2.612.384 € earned media value
After the viral success, keeping the momentum going was key. So we rolled out a playful OOH campaign showing travelers getting greeted with bemused expressions and the campaign’s line, “Where’s my Toblerone?”
The brand wanted to spark something bigger than a typical airport ad.
Something people would actually talk about far beyond the airport.
Sooooo, we went straight to the airport’s emotional epicenter: the arrivals gate,
and introduced Tantrum Girl: a tiny scene-stealer with a big message and a bold reminder.
Forget the Toblerone, and you might stir up more than just disappointment. Maybe even a little tantrum.
This spontaneous, multi-angle footage, totally raw and unfiltered, became the campaign’s secret weapon.
By blurring the line between fiction and reality, it turned everyday onlooker into accidental filmmakers
and viewers into true believers.
Resulting in:
44 M views on TikTok in 4 days
37 M views on Meta
+300% online mentions in a week
+67% sales increase in April 2025
(stocks are still confusing to me, but that’s a ton.)
Zero Media Spent
2.612.384 € earned media value
After the viral success, keeping the momentum going was key. So we rolled out a playful OOH campaign showing travelers getting greeted with bemused expressions and the campaign’s line, “Where’s my Toblerone?”
And here are some playful travelers hanging out by our billboards.
This gentleman is having a heated debate with his wife. Bet he’s begging for a Toblerone.
Travelers glued to their screens,
checking out our campaign.
checking out our campaign.
Tourists photobombing a cool billboard while some others miss their flight.
LePub Milan 2025