Tony's Chocolonely
Do people love chocolate, or do people want to do good? Or both? We found out for Tony's Chocolonely
TERRITORY
Consumer Goods & Retail
SERVICES
Brand Positioning
PROJECT TEAM
Martijn Pater
Challenge
Tony's is probably one of the most admired brands these days in The Netherlands. It strives to abolish slavery in cacao-producing countries and successfully set up its own slave-free value chain. However: when it comes to communicating the brand, the question is when and how?
Approach
We held a few workshops with the Tony's team and created new approaches to communicate the good and the tasty sides of the brand. We then talked to Tony fans and other chocolate lovers and found a new balance in communicating the brand.
Result
A layered approach to communicating the brand's purpose and joy, allowing fans to love it, and others to eat it and adore it!
