Tony’s Chocolonely has firmly established itself on the UK choc scene, with its anti-slavery message helping it grow despite a relatively high price point. As it makes its TV debut, does it lead with ethics or taste?
The brand wisely balances both. “Is it any good?” One woman asks her pal, as they sit on a sofa. “Proper good,” comes the reply. Job done.
“Every bite fights exploitation in the cocoa industry,” our heroine adds. To prevent the argument from becoming too dry or preachy, a hunky wrestler in Tony’s colours pops up from behind the sofa. As the brand’s credentials are outlined, we get to enjoy watching him knock the stuffing out of a baddie called Xploitation. What fun!
The ad doesn’t need the clichéd “get your own” bit at the end, but its ‘there’s fight in every bite’ slogan is a winner.
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