Tony’s Chocolonely’s Chocolate Advent Calendars Have Empty Windows—On Purpose
Images via Tony’s Chocolonely
From bean to bar to logo, Tony’s Chocolonely is drawing not-so-sweet attention to the afflictions of the chocolate production industry. When you unwrap its packaging, you’ll notice that its bars are unevenly segmented, symbolizing the inequalities cocoa farmers face.
This gritty truth is told even on the brand’s advent calendars—it matters not if it’s the holiday season.
Image via Tony’s Chocolonely
As revealed in a new TikTok video by entrepreneur Max Klymenko, Tony’s Chocolonely has left one window of its advent calendar empty to shed light on the bitter side of chocolate production. This isn’t a case of forgotten confectionery but a deliberate pause in the countdown to Christmas, all in the name of highlighting unfair working practices.
@maxklymenko Crazy reason behind the UNEVEN shape of this chocolate bar 🫠Merry Christmas 🎄 #learnontiktok #business #brands #interesting #marketing
♬ original sound - Max Klymenko
The piece missing from the December 8 slot highlights the plight of the 1.56 million children working illegally in cocoa farms across Ghana and Ivory Coast.
Regardless, the company balances the somber message with a sweet end, sneaking two treats each into the doors for December 9 and December 24. All in all, there are 25 fairtrade candies fitted into 24 windows.
Image via Tony’s Chocolonely
The initial reaction has been mixed, with customers in the UK noting the disappointment their younger loved ones felt when they realized one window was empty. While it addressed the confusion and apologized, Tony’s Chocolonely isn’t sugarcoating and has now even brought the uneven festive countdown boxes across the pond and to other parts of the world.
Oh you think it's not fair that there's no sweet in your advent calendar today? Well you know what else isn't fair? THE CHOCOLATE INDUSTRY!
— Cllr Carolyn Moore (@carolynmoore_ie) December 13, 2022
The Tony's Chocolonely advent calendar did not come to play. 🎅 pic.twitter.com/4QloU0sGTR
The very name “Tony’s Chocolonely” speaks to the brand’s mission, conveying the isolation felt by founder Teun van de Keuken (“Tony”) when he began his crusade for slave-free chocolate. Thankfully, over the years, what started as a lonely fight has inspired a wider movement towards ethical chocolate production.
[via Max Klymenko, BBC, Tony’s Chocolonely, images via Tony’s Chocolonely]
