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Toblerone's 'Love Insurance' Urges Us to Dive into Relationships this Valentine's Day


From long-term to 'situationships', this year’s Valentine’s Day campaign from Le Pub celebrates love in all its different forms and terms

Toblerone's 'Love Insurance' Urges Us to Dive into Relationships this Valentine's Day

For this year’s Valentine’s Day, the world-famous Swiss chocolate brand Toblerone, known for its distinctive shape, launches their new, online exclusive bar 'The Pink Limited Edition' and the 'Valentine’s Collection' with an online activation and a surprising twist on how to approach love. 

In 2022 the term situationship peaked as a trend search on Google and so far has gathered more than two billion views only on TikTok, just as proof of a new tendency and attitude towards dating. Relationships, in fact, can be unpredictable, especially at the first stage. 

Toblerone’s Valentine’s Day campaign urges people to dive into relationships without worrying about where they might lead. Ideated in partnership with creative agency Le Pub Amsterdam, the campaign's online activation, 'The Love Insurance', has a clear goal and light-hearted claim: “No matter how your relationship goes, love is worth it.” A joyful encouragement to go out and give love a chance with a special gift and jovial insurance even if your situationship will not last. 

To get your ‘Love Insurance’, chocolate lovers can head to and purchase the limited edition bar of chocolate which comes with its own insurance. If the relationship doesn’t last, all they need to do is register the purchase with @TobleroneUK on Instagram and they will be sent a voucher to redeem online, meaning they still get to enjoy a bar of Toblerone – even if their partner hasn’t turned out to be the one! Whether it’s forever-ever, a long while, or just a few days, love is love. It is always worth it, but it doesn’t always work out. 

The campaign was photographed by Ilka & Franz, an award-winning photography and directing duo based in London. Their work blurs the lines between disciplines as they apply their aesthetic and humour to still life, portraiture, film, and animation. For Toblerone, it was the perfect choice to highlight the pop and vibrant colours of the brand's Valentine's Day palette and translate them into a subtle touch of soap opera aesthetic.  

The campaign will be launched on social media and out-of-home in the UK. 

Discover The Love Insurance.


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Categories: Confectionery , Food

Publicis Italy, Thu, 02 Feb 2023 16:05:17 GMT