{"id":242107,"date":"2015-02-26T00:00:00","date_gmt":"2015-02-26T00:00:00","guid":{"rendered":"https:\/\/www.procarton.com\/the-worlds-most-successful-triangle\/"},"modified":"2021-11-07T16:01:30","modified_gmt":"2021-11-07T16:01:30","slug":"the-worlds-most-successful-triangle","status":"publish","type":"post","link":"https:\/\/www.procarton.com\/es\/the-worlds-most-successful-triangle\/","title":{"rendered":"El tri\u00e1ngulo m\u00e1s exitoso del mundo"},"content":{"rendered":"

El tri\u00e1ngulo de Toblerone es probablemente la simbiosis m\u00e1s estrecha y exitosa que se ha producido entre un producto y su envase. Theodor Tobler y su primo Emil Baumann crearon la forma con la invenci\u00f3n del chocolate relleno en 1908. El famoso envase de cart\u00f3n form\u00f3 parte desde el primer d\u00eda. El resultado es un icono \u00fanico.<\/strong><\/p>\n

El mete\u00f3rico \u00e9xito de Toblerone comenz\u00f3 en 1908, cuando Emil Baumann, primo de Theodor Tobler y director de producci\u00f3n de la empresa, descubri\u00f3 un producto especial de turr\u00f3n durante un viaje de negocios por Alsacia. Seg\u00fan cuenta la leyenda, esa misma tarde, tras su regreso, los dos primos trabajaron juntos sobre ollas en la cocina de Theodor Tobler e intentaron combinar el chocolate con leche y la mezcla de miel y almendra blanca.<\/p>\n

Un producto legendario<\/h3>\n

En la actualidad, Toblerone cuenta con clientes en 120 pa\u00edses: M\u00e1s del 90% de la producci\u00f3n de Toblerone se exporta. Bas\u00e1ndose en entrevistas con expertos, la revista \"Time\" eligi\u00f3 la barra de chocolate Toblerone como una de las barras de chocolate m\u00e1s influyentes de todos los tiempos. Este prisma de cart\u00f3n triangular, ahora ic\u00f3nico, envolvi\u00f3 la primera barra de chocolate que debut\u00f3 con un relleno.<\/p>\n

Entretanto, la empresa forma parte del grupo alimentario internacional Mondel\u0113z International. Sin embargo, todas las barritas Toblerone que se consumen en el mundo siguen saliendo de la \u00fanica f\u00e1brica de Toblerone del mundo, en Berna-Br\u00fcnnen.<\/p>\n

\"Toblerone siempre ha sido un producto \u00fanico por su forma e historia. Sin embargo, solo se puede tener \u00e9xito a largo plazo si se alimentan los valores de la marca, se diferencian de los competidores mediante la innovaci\u00f3n y se anticipan las tendencias\", afirma Merle Meier-Holsten, responsable de marketing de Toblerone en Mondel\u0113z International. \"S\u00f3lo se puede jugar en la primera liga si se ayuda a crear mercados, se invierte en la marca y se entiende que la sostenibilidad es una parte de la marca. Tambi\u00e9n tenemos que demostrarlo a\u00f1o tras a\u00f1o con Toblerone. Y al final esta es la base de nuestro \u00e9xito\".<\/p>\n

Gesti\u00f3n de la marca digital<\/h3>\n

El enfoque de la comunicaci\u00f3n con los consumidores ha cambiado en consonancia con los canales de comunicaci\u00f3n, y hoy los canales digitales desempe\u00f1an un papel cada vez m\u00e1s destacado. Los consumidores y otras partes interesadas buscan hoy un di\u00e1logo con la marca o con la empresa que la respalda. Uno de los problemas de las marcas en Internet ya est\u00e1 resuelto: la silueta del envase de cart\u00f3n confiere a Toblerone un aspecto inconfundible.<\/p>\n

\"Los consumidores est\u00e1n informados e interesados y comparten sus opiniones -tanto positivas como negativas- abiertamente. Se convierten en embajadores de la marca mediante la difusi\u00f3n viral de las campa\u00f1as que les atraen. Por otro lado, las cr\u00edticas a las empresas o marcas se difunden con la misma rapidez. Unos procesos y responsabilidades transparentes ayudan a gestionar este canal de forma actualizada, correcta y competente\", afirma Daniel Meyer, de Mondel\u0113z Suiza.<\/p>\n

Producci\u00f3n sostenible<\/h3>\n

El producto alcanza una notable sostenibilidad, sobre todo gracias al envase de cart\u00f3n. \"Hoy en d\u00eda, los consumidores esperan que las materias primas procedan de cultivos sostenibles y que la fabricaci\u00f3n tenga una huella ecol\u00f3gica lo m\u00e1s peque\u00f1a posible. Estamos orgullosos de decir que Toblerone cumple estas expectativas\".<\/p>\n

Se cumplen las normas medioambientales m\u00e1s estrictas, desde la materia prima, pasando por la producci\u00f3n, hasta el envasado. Por ejemplo, en los \u00faltimos 11 a\u00f1os se ha reducido el consumo de energ\u00eda en un 52% y el de agua en un 76%. La marca tambi\u00e9n se beneficia de programas globales de sostenibilidad como \"Cocoa Life\".<\/p>\n

Crecimiento sostenible<\/h3>\n

El Toblerone original no ha perdido nada de su brillo a pesar de los muchos nuevos sabores. El Toblerone Gold grande, con un peso de 400 gramos, es el n\u00famero uno absoluto entre los caramelos del segmento duty-free.<\/p>\n

Desde los a\u00f1os 90, el nombre, el envase y la forma triangular del envase y la forma del chocolate son marcas protegidas en todo el mundo en numerosos pa\u00edses. El caracter\u00edstico envase de cart\u00f3n fue cuidadosamente redise\u00f1ado en el a\u00f1o 2000: el logotipo azul-blanco de Tobler ha desaparecido y ha sido sustituido por el Matterhorn en el envase.<\/p>\n

Pero la forma caracter\u00edstica permanece inalterada, es parte integrante del n\u00facleo de la marca. La forma triangular sigue siendo el elemento m\u00e1s destacado en la comunicaci\u00f3n de la marca. Incluso sin el logotipo, o en diferentes colores, el distinguido envase de cart\u00f3n se reconoce inmediatamente como Toblerone.<\/p>\n

El cart\u00f3n es -y sigue siendo- la tarjeta de visita del producto: sostenible, protector, que a\u00f1ade valor, que promueve las ventas y que es \"honesto\".<\/p>\n

 <\/p>\n

Fuentes<\/em><\/p>\n

Entrevista Pro Cart\u00f3n<\/p>\n

www.mondelezinternational.at<\/p>\n

La entrevista completa con Daniel Meyer est\u00e1 disponible en
\nhttp:\/\/www.wirtschaftsmagazin.ch<\/a><\/p>\n

La clasificaci\u00f3n internacional de Time 2014
\nhttp:\/\/newsfeed.time.com<\/a><\/p>","protected":false},"excerpt":{"rendered":"

El tri\u00e1ngulo de Toblerone es probablemente la simbiosis m\u00e1s estrecha y exitosa que ha existido entre un producto y su envase.<\/p>","protected":false},"author":1,"featured_media":242108,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"inline_featured_image":false,"footnotes":""},"categories":[79],"tags":[45],"class_list":["post-242107","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-brands-markets","tag-experts-it"],"yoast_head":"\nThe world's most successful triangle - Pro Carton<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.procarton.com\/es\/the-worlds-most-successful-triangle\/\" \/>\n<meta property=\"og:locale\" content=\"es_ES\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"The world's most successful triangle - 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