Toblerone and Le Pub introduce “The Love Is Worth It”

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 Tik Tok, 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: 

Official Toblerone Instagram account: 

Official Toblerone website:

Le Pub was created by combining the renowned Publicis Italy (“#1 Creative Agency in World” - Adweek 2021,  #1 Creative Agency in World” – WARC 2022, “#2 Creative Agency in the World” at Cannes 2021, “Most Effective  Ad in the world” – Kantar 2021, “one of the best and bravest agency on the planet” for the Contagious Pioneers  ranking 2022)& best-in-class data, media, and technology expertise from across Publicis Groupe. We believe that  brands can no longer merely communicate with consumers and must now earn their place in people’s daily lives.  Stated differently – it’s about helping brands deliver real value (rather than messages). That’s why Le Pub is  obsessed with creating innovative experiences that matter enough to “live in culture”. Fuelled by rich global data  and powered by world-class creativity - Le Pub is where brands meet culture. 


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