Toblerone’s global brand campaign “Chocolate like nobody’s watching” fights overly unrealistic and standardized chocolate consumption and encourages everyone to eat chocolate as they want. When craving chocolate, there shouldn’t be demure eating rituals. We want to devour it, munch it, and fully enjoy it.
Shot by Martin Werner, still portraits by Amy Lombard.

Chocolate advertising has long suggested that we should eat chocolate in a standardized way—delicately, in tiny bites that float in your mouth like feathers on the skin—a misrepresentation of how we actually want to enjoy it. With this genuine, culturally relevant brand statement, Toblerone reflects its distinctive spirit and ambition for a more personal, indulgent relationship with chocolate, highlighting that it doesn’t come with a set of rules and can simply be enjoyed.