Tonys Chocolonely doesnt talk about its chocolate enough [Video]

The Dutch chocolate maker, known for its mission to eradicate slavery in the cocoa supply chain, is now facing a new challenge: convincing customers that its chocolate is not only ethical but also delicious.

After years of focusing solely on its purpose-driven message, Tony’s Chocolonely had forgotten to market the taste and quality of its products. Chief brand officer Sadira Furlow, who joined the company a year ago, tells The Drum that while Tony’s mission has been vital to its 20-year success, the brand must now also appeal to people’s taste buds.

“Tony’s has done such a good job of being message first in the comms,” she says. “However, in an indulgent category like chocolate, you need to talk about the chocolate. We can’t just talk about the mission at the expense of the product.”

When Furlow was first approached about the chief brand officer job, she had seen Tony’s …

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