Consumers expect chocolate advent calendars to be filled with chocolate and Tony’s Chocolonely Countdown Calendar sparked confusion and questions because of one window being left empty. This was done intentionally by the ethical chocolate company in an attempt to bring attention to the not-so-sweet side of chocolate production and the unfair labor practices that dominate the industry.
"Our bars are unequally divided to represent inequality in the chocolate industry, and other products are designed this way too," the brand details on its site, "Our countdown calendar is also unequally divided – 25 tiny Tony’s split over 24 windows. #8 has no tiny, #9 and #24 have two tinys to illustrate this."
Although controversial, the unequally divided chocolate advent calendar succeeded as a conversation starter about fairness across the industry.
Unfair Advent Calendars
Tony’s Chocolonely Countdown Calendar Challenges the Chocolate Industry
Trend Themes
1. Ethical Advent Calendars - Ethical chocolate company Tony’s Chocolonely sparked conversation about unfair labor practices in the chocolate industry with its unequally divided advent calendar.
2. Consumer Awareness - The intentionally empty window in Tony’s Chocolonely advent calendar brought attention to the not-so-sweet side of chocolate production, highlighting the need for consumer awareness.
3. Industry Accountability - Tony’s Chocolonely Countdown Calendar prompted questions and challenges to the chocolate industry, calling for greater accountability and fairness.
Industry Implications
1. Confectionery - The unequally divided chocolate advent calendar highlights an opportunity for the confectionery industry to address unfair labor practices and improve supply chain transparency.
2. Sustainable Brands - Sustainable chocolate brands can leverage consumer interest in ethical advent calendars to differentiate themselves and drive positive change in the industry.
3. Consumer Goods - The Tony’s Chocolonely Countdown Calendar serves as a reminder for the consumer goods industry to prioritize ethical sourcing and support fair trade practices.