Mondelez International Inc.’s decision to move production of Toblerone bars from Switzerland to Slovakia has raised concerns about the impact of globalization on traditional industries and the protection of a country’s reputation through a designation of origin strategy.
Swiss regulations require that national symbols, such as the Matterhorn mountain on the Toblerone packaging, only be used if at least 80% of raw materials come from Switzerland.
The move necessitates changes to the brand’s trademark elements, sparking debate about the future of traditional industries and national identities. Ultimately, the Toblerone case reflects the complex interplay between international trade, national identities, and reputations in a globalized economy.
