Background
Tony’s Chocolonely is a Dutch chocolate brand on a mission to make all chocolate 100% ethical, using bold packaging and chunky, uneven bars to spark conversation about fairness in the cocoa industry. With vibrant flavors and a playful tone, Tony’s blends indulgence with activism, proving doing good can still taste great.
The Cool Chocolate for Not Cool Parents | Tony’s Chocolonely
Strategist | Charlie Goldman
🏅Crowbar Awards - Gold 🏅
Objective
Position Tony’s Chocolonely as the go-to treat for millennial parents by offering a chocolate option that’s both delicious and ethically sourced. The goal is to highlight Tony’s as a high-quality, feel-good indulgence that parents can confidently share with their families.
Insight
The best parents aren't "cool parents." Because being not-cool means being what matters most: safe, caring, involved, and prepared.
Strategy
Tony's Chocolonely is here to tell parents: Embrace your not-coolness - you're a better parent because of it!
Tony's Chocolonely may seem like a "cool parent" choice from a distance - after all, it's chocolate - but the best parents know Tony's Chocolonely for what it really is: a high quality treat made the right way.
