Tony’s Chocolonely, a popular chocolate brand, faced significant backlash for their 2023 advent calendar, which featured an empty compartment behind door number 10. Priced at £14.99, the calendar aimed to raise awareness about the inequalities faced by cocoa farmers in the chocolate supply chain. Instead of a chocolate treat, consumers found a QR code and a message explaining the company’s initiative. While some appreciated the gesture, many expressed frustration, particularly those who purchased the calendar for children. Complaints ranged from disappointment over the missing treat to accusations of “woke nonsense,” arguing that an advent calendar, traditionally a source of daily festive joy, shouldn’t be used for political messaging. This isn’t the first time Tony’s Chocolonely has employed this tactic; in 2021, they faced similar criticism for a similar campaign, ultimately issuing an apology for the “confusion and disappointment” caused.
The company defended its decision, highlighting the stark realities of the cocoa industry. They emphasized the vast profit margins enjoyed by large chocolate companies while cocoa farmers struggle to make ends meet, often living below the poverty line. They further underscored the prevalence of child labor within the cocoa industry, citing a staggering 1.56 million children involved in Ghana and Côte d’Ivoire alone. Tony’s Chocolonely positioned their advent calendar campaign as a direct effort to combat these issues, urging consumers to become conscious participants in their mission to eradicate exploitation within the cocoa industry, “bar by bar, bite by bite.” To mitigate the missing chocolate, the company included two treats behind door number nine, bringing the total number of chocolates to 25.
Despite the controversy, some consumers viewed the campaign as a clever, albeit unconventional, method of raising awareness. The Tony’s Chocolonely advent calendar, often considered a premium option in the UK market, frequently sells out. Containing 225g of chocolate across 10 different flavors, each day offers a mini-sized treat, with double portions on days nine and 24. The incident sparked broader discussion about value for money in the advent calendar market.
The value proposition of advent calendars varies considerably. Some offer unique treats, others provide bulk items at a discount, while some fall short in terms of cost-effectiveness. The Walkers crisps advent calendar, for instance, available for £10, provides 24 individual packs, whereas two multipacks containing 20 bags each can be purchased for less, offering almost double the quantity. Similarly, the extravagant 5ft Lindt advent calendar, retailing at £180, averages at £7.50 per day, raising questions about its value despite containing full-sized Lindt chocolates and Lindor boxes. Even pet-themed advent calendars, such as the Lily’s Kitchen option for cats, can be considerably more expensive than purchasing regular treats.
The controversy surrounding the Tony’s Chocolonely advent calendar highlights the ongoing debate about balancing social activism with consumer expectations, particularly during the festive season. While the company aimed to raise awareness about important ethical issues within the cocoa industry, the execution sparked a negative reaction among many consumers who felt misled or that their holiday tradition was being politicized. The incident underscores the challenges companies face when incorporating social messaging into product marketing, especially within a context traditionally associated with lighthearted celebration.
This case also prompts wider reflection on consumerism and ethical sourcing. The discussion around the value of various advent calendars underscores the importance of mindful purchasing. Consumers are increasingly aware of cost-effectiveness and seek to maximize value, but ethical considerations are also gaining traction. While price remains a primary factor, consumers are becoming more attuned to the social and environmental impact of their purchases, prompting them to scrutinize sourcing practices and company ethics. The diverse range of advent calendars on the market, from budget-friendly options to luxury offerings, highlights the breadth of consumer preferences and the evolving landscape of festive traditions.
