Talkwalker Market Pulse - Making a mountain out of a Toblerone
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Toblerones are peaking
This week, we saw increased mentions of the popular Toblerone chocolate bar. Usually, there are around 500 to 700 mentions of the bar each day, but this week we saw a peak of 9.9K mentions in one day.
This is because the manufacturer has announced they’ll be adjusting their packaging to remove the Matterhorn. Since moving some production outside of Switzerland, the company can no longer use Swiss national symbols to promote the chocolate, so a packaging rebrand is essential.
Not all news is good news…
The story was driven by news brands across the world, with 15% of all mentions originating from business accounts, such as news channels. Looking at the sentiment around the story, we can see that these news channels were more likely to spin this as a negative story.
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14.2% of negative mentions came from business news channels, while only 9.8% of positive mentions came from that source. The media was more likely to share the story as a negative.
The net sentiment of the story based on business news channels is -74.6%, but if you only look at what consumers think of the change, the net sentiment is -65%. Still not good, but better.
One reason the negativity could be high is how the story has been understood. Some consumers believed the iconic shape of the chocolate bar could be impacted. Many are also concerned that the taste or recipe of the bar could change.
A shareable brand
Whatever happens, the brand needs to be cautious about whatever changes they make. People love to share the packaging online, so they can’t afford to risk losing these visual brand mentions.
To understand how stories like these can impact your brand health, read our guide to brand monitoring.