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Launching Tony’s Chocolonely’s new ‘Filled’ Bars

We turned something illegal into something really good to introduce the Netherlands to Tony’s new ‘Filled’ bars.

Watch out! Reversed pickpocketing! We sampled the ‘Filled’ Bars in an unexpected way, not by taking from people’s pockets, but by putting something good into them (both in taste and in ethically sourced ingredients). And what better places to do this than spots that are already ‘filled’, like trams, shopping centres, and train stations?

Tony’s own
carnival hit

You could find the Tony’s mascot filling up kangaroo pouches, Trump blazers, and funny hats during carnaval. It was a chaotic feast to say the least.

Easier said
than done

We challenged influencer Levi to slip items into strangers’ pockets in some of Utrecht’s busiest spots: shopping centers and rush-hour public transport.

Who gives a $#✶♡
Building brands the NEEW way.
Why would I spend my precious time and money on it?

We always put people at the centre everything we create and ask ourselves the question: is what we’re creating truly adding value and relevant to them? Would they care to spend their time and money on it?

Is it worth talking about and would I share it with peers?

Whatever we create should be unique, ownable and distinctive. It should be worth talking about and spark conversations or provoke reactions.
It should be worth sharing as ideas people share with peers, need less paid media to become a success.

Is it a star worthy experience?

We always strive to create 5-star experiences (in the broadest sense of the word). Attractive, appealing, relevant, touching and accessible. A positive-review-magnet if you like. Executed to perfection in every touch point and in all media channels.

Why would people love it?

We build brands people love. Make stuff with impact; stuff that touches them. We find what makes them tick and give them what they love. Things they want and need or didn’t yet know they wanted or needed.