The objective was simple: get Toblerone’s new diamond truffles into the hearts (and mouths) of an experience-hungry gen Z audience, in a way that pays homage to their edgier new shape.

The idea? The Toblerone Diamond Truffle Vault.

We worked with Ogilvy UK and Mondelez International to create a sumptuously premium jewellery shop in the heart of Mayfair, complete with an immersive heist to get hold of the delicious diamonds that were locked away in our maximum-security vault.

A Very Boujie Build

Nestled amongst some seriously swanky neighbours, our jewellery store needed to be exquisitely executed to look less ‘pop-up’, and more ‘permanent outlet’.

We crafted a space inspired by high-end jewellery, fashion and lifestyle brands; with marble and gold finishes, illuminated POS, private shopper spaces, bespoke lighting and luxury upholstery, huge department store-inspired flags, plus our very own “Diamond Security” personnel.

A Cut Above The Rest

The impact of our brand experience was big. Huge.
Revellers came in their thousands (4500 to be precise) to crack the code and get their hands on the truffles, with the pop-up reaching national headlines and sweeping social media.

With a phenomenal estimated reach of 20 million, our elusive diamonds that were kept under choc & key, may have ended up being London’s worst kept secret.

Idea...

An immersive diamond-heist experience within a pop-up luxury jewellery shop, to make Toblerone Diamond Truffles everyone’s best friend.

Impact...

-20m estimated reach

-44 pieces of earned press

-4500 people visited

-7500 samples given away