“Creatively brave, possibly misjudged”

A holiday example of the limits of brand purpose came from the ethical chocolate brand Tony’s Chocolonely.

Tony’s sells advent calendars, complete with candy.  In order to illustrate a point about the chocolate industry, one which is “unequally divided and choc-full of inequality,” Tony’s left the December 8 calendar window empty, much to the consternation of parents and children.

The goal was to be “a great conversation starter.”  That it was, but probably not in the way Tony’s intended.  One consumer posted on the company’s Facebook page, “Causing upset to small children - who don't actually buy their own chocolate, just to prove a point doesn't sit well with me."  Others claimed the unwelcome surprise was especially difficult for kids with ADHD or autism.

Some critics credited Tony’s with a successful form of psychological jiu-jitsu, suggesting that the outcry helped reinforce the brand purpose.  However, in this case that purpose seemed to get in the way of a positive consumer experience.

As PR Week described it: “Creatively brave, but possibly misjudged, given the cultural context and the shitty year we’ve all had.”