THE COOL CHOCOLATE
FOR NOT-COOL PARENTS
AD: Sara Kelly
PROBLEM: Millennial parents go through ethical acrobatics just to choose a snack for their kids.
INSIGHT:
Even when making the “right choice,” parents feel guilty when it’s not kid-approved.
IDEA:
Position Tony’s Chocolonely as the snack that’s cool enough for kids but ethical enough for parents (yes, even the really really “not-cool” ones).
SOLUTION:
“The Cool Chocolate for Not-Cool Parents,” an OOH campaign.
INSIGHT:
Even when making the “right choice,” parents feel guilty when it’s not kid-approved.
IDEA:
Position Tony’s Chocolonely as the snack that’s cool enough for kids but ethical enough for parents (yes, even the really really “not-cool” ones).
SOLUTION:
“The Cool Chocolate for Not-Cool Parents,” an OOH campaign.
While working parents are passing Tony’s billboards on the way to the office, stay-at-home parents will see our :30s on TV.