Kraft Jacobs Suchard is planning to relaunch the Toblerone brand with a new advertising campaign across Europe, including the UK, through ad agency Young & Rubicam.
It is understood the brand will have a new positioning, playing on “rugged individualism”. One source says KJS has approached Sean Connery to feature in the campaign.
Toblerone ran a TV campaign in the UK last year, but it was its first TV push for over 20 years.
The move comes as KJS parent Kraft Food International restructures its international operations, with the loss of 2,500 jobs.
Speculation is rife that it will sell its sugar confectionery interests in the UK, and put Callard & Bowser, Nuttalls Mintoes and Smith Kendon up for sale.