Mum arrives in London from an overseas trip – without a gift for her thirteen-year-old daughter. That gift was meant to be the popular duty free item, a Toblerone. Toblerone with its little “Swiss Alps” peaks has been associated with travel – and gifting – for decades. The daughter does what any hormone-overloaded teen would do. She has a massive tantrum – at the arrivals gate.
It happened. And yes, it was a wonderful stunt by LePub for the brand. Agency and brand filmed it (as did others) and let social media do the rest of the work. It was shared and watched abundantly – by people who had no idea it was a marketing stunt. One TikTok video achieved 46.5 million organic views in just a few days. It wasn’t long before spoofs, memes, and parody videos from creators started flooding in. The little girl became known as Tantrum Girl, and the message don’t come home without a Toblerone burrowed into people’s brains.
The Never Square chocolate brand then amplified the stunt – and its message – through creator collaborations across TikTok, Instagram, and Facebook. Influencers recreated the “Where is my Toblerone?” moment in their own cheeky ways, sparking a wider cultural conversation about travel, family, and small-but meaningful gestures.
Magali Mirault, senior global brand director at Toblerone, stated, “We knew it was a bit of a bold move, but we also knew there was a powerful insight at the heart of it; that moment of coming home, and the small but meaningful expectations that come with it. It tapped into something real for people. Honestly, we were blown away by the response. It’s another reminder of just how much love there is for this brand around the world and how much Toblerone is genuinely intertwined in the culture of travel itself.”
Mihnea Gheorghiu, global chief creative officer at LePub, added, “Toblerone has always stood out — in shape, in spirit, and in attitude. We wanted to dramatise its role as the ultimate travel gift, while bringing the brand’s Never Square ethos to life in a place loaded with emotional significance. By turning the arrivals gate into a stage for unexpected drama, we reminded people why Toblerone matters.”
The stunt collected 77 million views in total across Meta, TikTok and YouTube.
@getlostwebsite She can't go on her flight without a toblerone! 🤣 @arkbykomi #travelling #travellingvideos #airplane #plane #flight #vacation #holiday #airport #funnykid ♬ original sound – Get Lost
Credits:
Client: Toblerone
Vice President: Mie-Leng Wong
Brand Director: Magali Mirault
Marketing Manager: Agnes Posa-Somos
Brand Manager: Claire Kamara
Insights Manager: Guillermo Estevez
Media Director: Qaisar Bachani
Creative Agency: LePub
Global CEO LePub & CCO LePub Worldwide: Bruno Bertelli
Chief Creative Officers: Cristiana Boccassini & Mihnea Gheorghiu
Executive Creative Directors: Luca Boncompagni & Fernando Rubin
Creative Director: Jack Christensen
Associate Creative Director: Andrea Ferrara
Art Director: Joao Araujo, Per Moe & Vincenzo Russo
Copywriters: Katharina Haller, Miriam Marin & Alessandro Traverso
Chief Strategy Officer: Bela Ziemann
Strategy Director: Max Richards, Iva Boksic, Adam Lotz & Andrea Battista
Strategic Planners: Alex Moore & Juliette Vignolet
Head of Strategy: James Moore
Analyst: Alberto Mura
Client Service Director: Aurélie Quenardel
Account Director: Dalila Salhi
Account Manager: Agata Fenaroli
Technologist: Mauro Mazzei
Content Producer: Saraluna Goodloe
Chief Production Officer:Francesca Zazzera
Producer: Nicolò Dragoni
Global Head of PR & Communications: Isabella Cecconi
Global Senior PR Manager: Eleonora Botta
PR Coordinator: Alessia Cornali
Production Company: Ginger Whippet Films
Line Producer: Pete Waite
Producer: Mike Merritt
Head of Production: Scarlet Mayes
Production: Prodigious Milan
Director: Tommaso Galeazzo Bianchi
Director of Photography: Matteo Terzaghi
Managing Director: Daniela Di Maio
Executive Producer: Alessio Zazzera
