A SWEET CIRCUMSTANCE
One of Serendipity Seeking’s emerging consumer mindsets is gaining insight in the process of a product or service you interact with. Consumers want to see how a product is made rather than just getting the final result, because where’s the fun in that! It can be quite a challenge for companies to offer full transparency, as they don’t want everyone to know about their deepest and darkest secrets. With that being said, this next brand shows how it can be done in a delicious and playful manner.
Here at MARE, we are all big fans of the chocolate bars from Tony Chocolonely, because let’s be real, who isn’t? We even designed our own custom packaging last month, as a thank you gift to our clients for joining the grand opening of our new office. Designing these wrappers has been possible for quite a while now, but now the company managed to take it to the next level. They built a factory within the Tony Chocolonely store in Amsterdam, providing insight into the various aspects of producing a bar.
In the store you can choose your preferred chocolate flavour and packaging, after which your design will be uploaded to the factory’s machines. From start to finish, the process takes about 1 hour, but you’ll be entertained throughout the entire operation. While waiting, you can check out the production process from behind a glass wall, where your bar will be created right in front of your eyes. During your stay at the factory the Tony superstars will be there to speak on the injustice the cacao industry is currently facing, and share their views on how we can all contribute to solving this.
The store can be found at Damrak, one of the busiest streets in Amsterdam. Imagine just strolling around the city centre and stumbling across this factory, you’ll wander around and spend some time inside for sure. That’s what we call a time warp! Aside from providing insight in the production process, the company also allows for production participation by allowing consumers to customize their bar. This is what we call prosuming (mix of consuming/ producing), an emerging New Engagements mindset that stands for a new kind of consumer that wants to have a say in the products they purchase.
Tony Chocolonely has always been about giving back, so of course the bars allow for easy sharing, fair and square through the middle. Don’t mind if we don’t!