Toblerone-Biscoff ad excels in effectiveness test
The score assesses consumers’ emotional responses, simulated share trading and decision speed to predict an innovation’s potential in the market.
Toblerone’s collaboration with Lotus Biscoff has scored highly in consumer testing, with its Diamond Truffles product concept ranking among the top 5 percent of more than 60,000 innovations assessed by market research company System1. The launch advertisement also received an exceptional effectiveness rating, highlighting the potential of combining established brands to drive consumer engagement.
The Toblerone Diamond Truffles with Biscoff concept earned a 5.8-Star rating on System1’s Test Your Innovation platform.
Toblerone and Biscoff collaboration generates positive emotions
System1’s testing found that 66 percent of respondents felt happy when presented with the product concept, while 14 percent reported surprise. Only 4 percent expressed negative emotions, and 17 percent remained neutral, compared with an average neutrality score of 35 percent.
The truffles also achieved a Buy Shares score of 78 percent, indicating that nearly eight in ten respondents were hypothetically willing to invest in the concept. Its Emotion-into-Action score reached 84, which System1 classified as exceptional, reflecting the strength of consumers’ emotional responses.
Familiar brands support innovation performance
System1 describes the collaboration as an example of Fluent Innovation, an approach that builds on familiar brand characteristics and consumer preferences rather than relying entirely on unfamiliar concepts. By combining Toblerone’s chocolate with Lotus Biscoff’s distinctive flavour, the product draws on established brand recognition to present a proposition consumers can readily understand.
The results suggest that combining recognisable products and flavours can help reduce barriers to consumer acceptance. The collaboration also demonstrates how established brand associations can support the introduction of product variations into the confectionery market.
Toblerone-Biscoff advert scores for effectiveness
The launch advertisement received a 5.6-Star rating from System1, indicating strong potential to contribute to long-term brand growth. It also achieved a Spike score of 1.44, which measures predicted short-term sales effectiveness, and a Fluency score of 83, reflecting strong brand recognition.
Together, the product and advertising results point to the potential benefits of aligning product innovation with advertising that reinforces familiar brand cues. The findings indicate that the collaboration combines positive consumer responses to the product concept with advertising performance across measures of short- and long-term effectiveness.
System1 highlights the value of familiar brand partnerships
Tristan Findlay, Chief Growth Officer – Innovation, System1: "Two iconic category disruptors collide here, and I'm already halfway to the supermarket. When consumers' only request is white and dark chocolate versions, you know you've got a star idea. Lotus's unique flavour meets Toblerone's 'Never Square' attitude: different, distinctive and equally loved.
"The results highlight the opportunity for brands to innovate by bringing together familiar products and flavours in unexpected ways. Rather than asking consumers to embrace an entirely unfamiliar concept, Toblerone and Lotus Biscoff have created a distinctive new offering that builds on the established appeal of both brands, with advertising that reinforces the same approach."
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