Cadbury has announced the launch of its chocolate brand Toblerone in India. Commenting on the launch, Chandramouli Venkatesan, director – snacking and strategy, Cadbury India, said, “This launch is in line with our business objective of growing the premium gifting chocolate market and we are confident that Toblerone will significantly help us drive future growth.”
Cadbury India aspires to position the brand as one of the most premium gifting brands in the country with ‘Gift like no one else’ as the brand theme.
“Toblerone is globally known for being unconventional. Our consumer research in India showed that Indians are increasingly looking for unique gifting options that can delight and touch the heart of the receiver. Being the pioneers of chocolate gifting in India, we believe that Toblerone with its unique shape, distinctive taste, Swiss heritage and premium quality is the perfect choice to make a mark in gifting,” added Venkatesan.
The marketing campaign for the launch will be at point-of-purchase and on digital. The point-of-purchase campaign will be handled by Saatchi & Saatchi X, while the digital plan is still being firmed up. The rollout will be national, with focus on key metros in the first year.
Toblerone will be available at modern retail outlets in five pack sizes - 50 gm for Rs 65, 100 gm for Rs 130, 150 gms tiny box for Rs. 375, 200 gm for Rs 250 and 400 gm for Rs 430.