Breaking the Mould in Chocolate and in Business

Join Sadira E. Furlow, Tony’s Chocolonely’s Chief Brand Officer (AKA the ‘Dean of Dopeness’) and Chuck Studios’ Creative Director Olaf van Gerwen for a compelling fireside chat diving deep into Tony’s bold mission to break the mould and end exploitation in the chocolate industry.

Tony’s has gained a cult following in the UK and is known for its chunky tasty choco in a whole range of flavours, bold colourful packaging and sometimes controversial campaigns.

Disruption is at the brand’s core. The challenger brand that is committed to ending exploitation in chocolate is transforming the industry in ways no one else dares to. But it’s not just about being different for the sake of it - it’s about a mission and product collision; creating powerful, unforgettable (and damn tasty) moments that drive real change. This is the brand doing serious work but having the most fun doing it. And where on earth (sorry, the moon…) does Neil Armstrong fit into it all? You’ll have to come and watch to find that nugget out…

In this fireside chat, Sadira and Olaf will lift the lid on:

• A lonely fight against exploitation in cocoa – what it’s like to lead the change as a bold challenger brand disrupting the norm and exposing the bitter truth of a broken 130 billion dollar industry.

• Embracing risk – how Tony’s adopts a ‘call the lawyers’ mindset to push creative boundaries responsibly.

• Using product to tell your story - how Tony’s uses its chocolate and its iconic packaging as a tool to create conversations about systemic injustice in the cocoa industry, while disrupting the conventional narrative of what a chocolate brand can and should stand for.

• Bold campaigns on a shoestring budget - Tony’s campaigns from the impactful to the more controversial, including the festive Countdown Calendar with missing chocolate and the Sweet Solutions campaign mimicking well-known bars from big choco brands that got us in hot water..