In addition to active policies on the territory, the Dutch company has thus tried to urge the most direct competitors to take a strong position against child exploitation with an unprecedented marketing operation, which it called “Sweet solution”. It therefore launched four fair-trade bars with limited edition packaging that recalls the snacks most requested by large retailers, with a link to an online petition for the protection of human rights.
An effective provocation, however, strongly opposed by competitors themselves and, above all, by distributors: in the United Kingdom, the most important chains took the creative Tony's tablets off the shelves after not even a day.
Author : The Slowear Journal