We’ve all seen a kid lose it in public. But a meltdown so dramatic it racks up 5.3 million likes? That’s not a tantrum—it’s theater.
Last month, travelers at London’s arrivals gate witnessed a little girl break down over one thing: no Toblerone. Her mom came back from a trip empty-handed, and the kid exploded—wailing, flailing, full Oscar-mode. The clip went viral almost instantly.
But here’s the twist: it was all fake.
The Swiss chocolate brand staged the whole scene with actors, in collaboration with agency LePub. No real drama, just strategic chaos. The idea? Reinforce Toblerone’s status as the travel gift—the edible proof someone thought of you while abroad. And it worked: 44 million views in four days, zero media spend.
More than just a prank, this was a lesson in cultural fluency. Toblerone took something hyper-relatable (the ritual of bringing home sweets) and exaggerated it just enough to make it viral. Then they let the internet do the rest—memes, remakes, and influencer riffs fanned the flames.
The real genius? In an age where authenticity is currency, a totally staged moment felt emotionally real. That’s the sweet spot—when branding disappears into behavior, and nobody minds they’ve been sold something.
