With the partial departure from Bern, the company also loses the right to depict the Matterhorn. An expert classifies.
They are triangular, can be found around the world and stand for the Swiss brand: the chocolate corners from Toblerone. All Toblerone is currently produced in the factory in the west of Bern. From the end of 2023, however, the chocolate will also be produced in Slovakia, as was announced last year. This now has an impact on the well-known design of the chocolate.
Instead of “of Switzerland”, the packaging must now say “established in Switzerland” – “founded in Switzerland”, as the newspapers of the CH Media group write. According to the current Swissness rules, the Matterhorn must also give way as a logo. But one mountain remains.
You have to look very closely to see that the Matterhorn now looks more like Mount Everest.
Following the redesign, “a modernized and streamlined mountain logo that aligns with the geometric and triangular aesthetic” then adorns the chocolate’s packaging, Mondelez says.
“I suspect that the new packaging will hardly have any negative effects, because the impression is still very Swiss and very similar to before,” says the well-known advertiser Frank Bodin. “You have to look very closely to see that the Matterhorn now looks more like Mount Everest,” Bodin continues. “I’m sure Toblerone tested it very carefully in advance.”
Legend:
Redesign needed: Toblerone needs a new mountain in the logo.
Keystone
According to Bodin, this procedure is common: “Consumers have to take a very close look and be very well informed to find out that a product is not a Swiss product.”
For the future, however, the advertiser sees a loss of credibility for the “Swiss made” seal of quality: “The most recent Brand Indicator study has shown that the attractiveness and credibility of seals of quality such as “Swiss made” are falling significantly: Because in the whole label salad you can no longer recognizes which is real and relevant and which is not.”
victim of their own success
The expansion of the plants in Slovakia is related to the success of the product. Brands such as Milka and Suchard are also produced in the Mondelez factory there. According to its own statements, the group wants to remain loyal to the Bern location, as a spokeswoman assured the Keystone-SDA news agency last year.
The Toblerone has been in production since 1908. In 1985, production was relocated from the Länggass district in Bern to the current plant in Bern-Brünnen.