Tony’s stated the marketing campaign goals to create visibility for the exploitation attributable to a failure of the vast majority of the chocolate business to pay a residing earnings value for all cocoa beans and present that if Tony’s Chocolonely can produce chocolate paying residing earnings costs, so can the opposite producers within the chocolate business.
With the socially important promoting marketing campaign ‘Tony’s honest various,’ the mission-led chocolate model briefly launched 4 recognisably parodic chocolate bars in Germany, that are impressed by the design and style of the main chocolate producers.
UK stunt
This follows an analogous stunt by Tony’s Chocolonely within the UK in 2021, wherein main chocolate makers put stress on Tony’s retailers to take away the lookalike ‘Candy Options’ bars as a result of they didn’t need to be related to the claims of unlawful labour within the chocolate business.
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 stated: “We’ve needed to change our bar – however that doesn’t imply we’ll cease elevating consciousness across the greatest issues in cocoa, which embrace lack of residing earnings, little one exploitation, and deforestation. We are going to proceed specializing in our tried-and-true resolution: sourcing beans via Tony’s Open Chain, in response to Tony’s 5 Sourcing Rules. And that features paying cocoa farmers a Residing 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 fee 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.
