Tony’s mentioned the marketing campaign goals to create visibility for the exploitation brought on by a failure of the vast majority of the chocolate trade to pay a residing revenue value for all cocoa beans and present that if Tony’s Chocolonely can produce chocolate paying residing revenue costs, so can the opposite producers within the chocolate trade.
With the socially important promoting marketing campaign ‘Tony’s truthful different,’ the mission-led chocolate model quickly launched 4 recognisably parodic chocolate bars in Germany, that are impressed by the design and style of the key chocolate producers.
UK stunt
This follows an identical stunt by Tony’s Chocolonely within the UK in 2021, during which main chocolate makers put strain on Tony’s retailers to take away the lookalike ‘Candy Options’ bars as a result of they didn’t wish to be related to the claims of unlawful labour within the chocolate trade.
Mondelēz Worldwide has now obtained an injunction in courtroom – and whereas Tony’s is interesting this injunction, it’s required to conform by eradicating all Swiss purple bars and pictures from the market.
A spokesperson for Tony’s Chocolonely mentioned: “We’ve needed to change our bar – however that doesn’t imply we’ll cease elevating consciousness across the greatest issues in cocoa, which embody lack of residing revenue, little one exploitation, and deforestation. We’ll proceed specializing in our tried-and-true resolution: sourcing beans via Tony’s Open Chain, in response to Tony’s 5 Sourcing Ideas. And that features paying cocoa farmers a Dwelling Earnings Reference Worth.”
Trademark infringement
Mondelēz Worldwide manufactures Milka and claims lilac chocolate packaging on a Tony’s Chocolonely bar is a trademark infringement. A Hamburg courtroom acceded to Mondelez’s demand for an undisclosed penalty cost for Tony’s Chocolonely’s use of the color.
Tony’s has responded with disappointment, saying this manner, the legal professionals win – somewhat than the cocoa farmers.
