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- Tony’s Chocolonely is a small business success story. The independent chocolate company launched in 2005, the young buyers competing with Lindt’s likes became a $ 162 million sand and Hershey. There are social media and gen z values to thank you.
Sandwiched among Ghirardelli truffles and Lindt’s bags on store shelves, are luxury colored chocolate sticks with entertaining writing: Tony’s Chocoloney products are different.
Despite the recognition of less than competitors and higher prices, the Dutch chocolate becomes a Stapula among young Americans.
The small sweets was established in 2005, but the most religious fans were probably not heard about it until the last two years. This is now to partner with Ben & Jerry’nin, received and the Likes of the Savaders, tanger Every year with a chocolate bar and other treatments, $ 162 million.
Especially Gen Z and Millennials increase growth for a sweet snack for a deeper purpose.
Writing Gen Z Buyers worthwhile
Tony’s since the beginning, worked in two things in mind: the company’s mission and product taste.
Brand he has built itself As a Cocoa manufacturer in an industry found with forced labor and exploitation. Open one of Tony’s chocolate bar and you will not be unloaded in pretty small squares; Its unequal parts represent wealth in the manufacture of West Africa in chocolate.
Wealthy young buyers – are recognized to put money in places where values are on the board with a $ 6 chocolate bar. Already in candy aisles TargetWhole foods and Diamatictogether with Costko and Kroger comes.
“People want brands managed by the mission. They want a prize or better for better or more healthy items, the head of North America for” Dusan Vujovic, Tony ” Luck. “This is a natural tendency to enter Tony. Consumers, retailers are really high-income consumers who want to return to stores. All this type of consumer is fighting.”
Partnership with like-minded brands, including Tony’s, to manage messaging and product Washington Post, Through the “conversation package”, which is a chocolate bar wrapped in packaging, developed by the creative group of the published only. Business, also connected several times with Radio City Roade City Rocketts, create an exclusive candy stick and hand over patterns after marked holiday shows in New York.
Most importantly, Tony’s activity and fanat are recognized by Ben & Jerry’s relationship with lovely flavors. Ice cream giant ‘Tony’s open chain‘Network, wel the cocoa for products by Tony’s supply system. Aldi, Waitrose and festivities joined the hostage.
Viral social media clicking moments woo gen z
Although Tony has been two decades, it did not actually advertise until the organic way to contact consumers. Social media was the point of access.
“We started advertising only three years ago. Before, we were a very media on the media”, “Aidali Sosa Walker, Tony” for the US marketing head for “TONY” Luck.
All started with a viral Tiktok Trend: People who spoke on the chocolate bar on the chocolate bar, melt slowly to the bar before the coffee shed. It was pleased to watch and see Tony’s products as a perfect virus moment to enter the cultural zeitgeist.
“We saw the trend using the chocolate. Thus, we started working closer with this neighbor, which sends more products.” “We’ve set many trends that we can hit later.”
Tony’s Social Media Craze, based on those affecting food, landlord and cooking communities in Tiktok Instagram. The company, as many of this traction is natural as it is natural Farrel Williams and Idris Elbathose who share their approval.
Their advertisement fled after Tony hit the shelves of Walmart in 2022; The success of more buyers of different socio-economic classes, the success of making money has provided a more beautiful marketing allowance.
“Well,” now, now we have a few budgets, so we will affect the spectators of the chocolate and, “We will take you to Walmart, we will buy you in Walmart, we will take it to Walmart, try it in the car, try it in the car.”
For another reason for Tony’s social media advertising strategy, because it is an emotional draw in marketing. Young, chronically known to contain parasocial connections with online consumers who have a favorite impact. Following the bright confirmation of Tony, a sweet treatment and premium product – creates a connection with the brand and manages the idea of chocolate as a personal experience.
“Really adds to this emotional experience,” said Walker. “They feel like people,” this is for me when I have this chocolate, this is my treatment. This is the moment for myself. ‘We see that the increase in the consumer experience increases … It was more important to have a momentary mind. “
Tony’s Top 5 Marketing Recommendations for Small Enterprises
The chocolate industry is a difficult nut to crack, and several chocolates have ad recognition to withstand the test of time. Tony’s Chocolonely is a marketing budget with a marketing budget of a dwarf, which is an international team, which is more than 500 employees and more than 500 employees.
For other small businesses who want to enter a crowded market, Vujovic and Walker removed five factors to remember the ad with a limited budget.
- Connect marketing and sales. Tony’s marketing and sales groups are more “locked” except each other. Connection forces help strengthen brand messaging.
- Be patient and don’t rush. Despite the fact that in the two decades, Tony did not go to full drilling in the United States until a few years ago. This is a typical “movement of fast and breaking things” because it does not accept a business mindset.
- Fluff Core Core consumer database. Tony has realized that his buyers are young, rich and missions, so it was the best way to push the brand with popular social media trends.
- Understand your markets. As companies expand at the international level, they must understand how the markets respond to the products. By gathering information, Tony’s buyers were less important than buyers in England, so it is sold differently.
- To go out to a shelf. Tony calls the whimsical chocolate bar “Billboards,” stands between flat-color palettes, such as a bold wrap to grocery. The eye always eats first.
This story was first displayed Fortune.com
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