Chocolate Mountain

Alesha climbs Swiss peaks

Singer and Strictly Come Dancing winner Alesha Dixon is to do a triangle tango for Toblerone in a major new campaign for the chocolate brand. Her new single ‘Before the Sun Goes Down’ (Toblerone remix) is to be made available as an exclusive  free download via promotional packs of Toblerone. “Enjoying Toblerone while listening to great music is a favourite treat for many customers, and this promotion gives them the chance to get their hands on a top track before anyone else,” said Jane Furze, Toblerone Marketing Manager at Kraft Foods UK.

In addition to Alesha becoming the face (and legs) of the brand, the campaign will also enable fans to win VIP tickets to her upcoming concerts, exclusive signed merchandise, and the chance to meet the singer in person.

“This deal is further evidence of our ability to partner with artists across all aspects of their careers, taking a more co-ordinated holistic view that helps develop an on-going dialogue with fans and long-term success,” stated Paul Craig, SVP, Artist Partnerships, Warner Music UK.

So What?: This ad follows on from a number of chocolate-based female artists endorsements. First Girls Aloud took a sizable bite out of the Kit Kat brand and then Joss Stone turned on her crumbly warbling in a Cadburys flake commercial. This campaign ads to long run of recent brand tie ins for the newly re-emerged Dixon brand – post Strictly Come dancing – with Ford, Veet, Nectar, Robinsons, and the clothing label Dune to name but a few. As an aspirational female celebrity aligning with the singer also means aligning with a prime time BBC TV audience by default. The prominent placement of Alesha on the products packaging – highlighting those dancing legs- is clearly evident of this connection. It’s not as quirky as Cadbury’s recent off kilter commercials and could benefit from some interactivity, but as an on pack promo this has potential to move product from shelves to handbags. Bearing in mind the last triangle she tackled was Mt Kilimanjaro – for Comic Relief – this should be far easier to get her teeth into.

“Alesha is a marketer’s dream – an aspirational beauty that woman actually like! As a pure pop star she’ll have no street-cred concerns and this deal can only maximize her exposure”
Lotte Mahon, Founder, The Vine