{"id":11070,"date":"2024-02-07T02:00:14","date_gmt":"2024-02-07T07:00:14","guid":{"rendered":"https:\/\/www.icesi.edu.co\/marketingzone\/?p=11070"},"modified":"2024-02-07T12:28:43","modified_gmt":"2024-02-07T17:28:43","slug":"tonys-chocolonely-se-disfraza-de-kitkat-milka-y-otras-marcas-de-chocolate-en-esta-provocativa-campana","status":"publish","type":"post","link":"https:\/\/www.icesi.edu.co\/marketingzone\/tonys-chocolonely-se-disfraza-de-kitkat-milka-y-otras-marcas-de-chocolate-en-esta-provocativa-campana\/","title":{"rendered":"Tony&#8217;s Chocolonely se disfraza de KitKat, Milka y otras marcas de chocolate en esta provocativa campa\u00f1a"},"content":{"rendered":"<p><strong>En una nueva y audaz campa\u00f1a lanzada en tierras alemanas la marca neerlandesa de chocolate\u00a0Tony\u2019s Chocolonely\u00a0ha decidido disparar con bala contra los grandes fabricantes de productos derivados del cacao<\/strong>, a quienes echa en cara no estar comprometidos al 100% con la erradicaci\u00f3n del trabajo infantil y de la esclavitud moderna en su \u00e1mbito de actividad.<\/p>\n<p>La campa\u00f1a, que lleva por lema\u00a0<strong>\u00abTony\u2019s Fair Alternative\u00bb,<\/strong>\u00a0aspira a provocar una suerte de terremoto en Alemania y concienciar a los consumidores oriundos de este pa\u00eds del regusto amargo (en el plano metaf\u00f3rico) que deja a menudo en el paladar el chocolate de grandes marcas como KitKat o Milka.<\/p>\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-899886\" src=\"https:\/\/www.marketingdirecto.com\/wp-content\/uploads\/2024\/02\/tonys-fair-trade-430231-detailp.jpg\" sizes=\"auto, (max-width: 620px) 100vw, 620px\" srcset=\"https:\/\/www.marketingdirecto.com\/wp-content\/uploads\/2024\/02\/tonys-fair-trade-430231-detailp.jpg 620w, https:\/\/www.marketingdirecto.com\/wp-content\/uploads\/2024\/02\/tonys-fair-trade-430231-detailp-100x100.jpg 100w, https:\/\/www.marketingdirecto.com\/wp-content\/uploads\/2024\/02\/tonys-fair-trade-430231-detailp-162x164.jpg 162w\" alt=\"\" width=\"620\" height=\"627\" \/><\/figure>\n<p>El eje central de la campa\u00f1a son<strong>\u00a0anuncios en los que Tony\u2019s Chocolonely disfraza sus tabletas de chocolate con los envases de sus competidores<\/strong>: Twix, Milka, KitKat y Ferrero Rocher.<\/p>\n<p>Los anuncios van acompa\u00f1ados del claim\u00a0<strong>\u00abTus tabletas de chocolate, pero en versi\u00f3n justa\u00bb.<\/strong>\u00a0Y en ellos puede leerse asimismo la siguiente frase: \u00abSi nosotros podemos, otros tambi\u00e9n pueden\u00bb.<\/p>\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-899884\" src=\"https:\/\/www.marketingdirecto.com\/wp-content\/uploads\/2024\/02\/image003-kopie-1.jpg\" sizes=\"auto, (max-width: 930px) 100vw, 930px\" srcset=\"https:\/\/www.marketingdirecto.com\/wp-content\/uploads\/2024\/02\/image003-kopie-1.jpg 930w, https:\/\/www.marketingdirecto.com\/wp-content\/uploads\/2024\/02\/image003-kopie-1-850x635.jpg 850w, https:\/\/www.marketingdirecto.com\/wp-content\/uploads\/2024\/02\/image003-kopie-1-768x574.jpg 768w, https:\/\/www.marketingdirecto.com\/wp-content\/uploads\/2024\/02\/image003-kopie-1-219x164.jpg 219w\" alt=\"\" width=\"930\" height=\"695\" \/><\/figure>\n<p><strong>Tony\u2019s Chocolonely se precia de vender chocolate sostenible y de comercio justo en cuya producci\u00f3n no se abre paso en ning\u00fan momento ni la esclavitud moderna ni el trabajo infantil<\/strong>, que son las dos grandes lacras de la industria del cacao.<\/p>\n<p>Pese que esta industria chocolatera se cuelga a menudo de sellos que certifican supuestamente la sostenibilidad y el comercio justo involucrados en sus productos,\u00a0<strong>muchas grandes marcas de chocolate pagan a los productores de cacao precios que est\u00e1n lamentablemente por debajo de su nivel de subsistencia<\/strong>, lo cual les obliga a menudo a recurrir al trabajo infantil en sus plantaciones, denuncia Tony\u2019s Chocolonely. Solo en Ghana y en Costa de Marfil 1,56 millones de ni\u00f1os trabajan en los 2,6 millones de plantaciones de cacao distribuidas en ambos pa\u00edses africanos.<\/p>\n<p>Para erradicar este problema\u00a0<strong>Tony\u2019s Chocolonely abona voluntariamente a los agricultores de cacao un precio m\u00e1s alto que los grandes fabricantes de chocolate<\/strong>\u00a0para que puedan subsistir c\u00f3modamente sin recurrir a la esclavitud moderna y al trabajo infantil. Pagar los granos de cacao a un precio m\u00e1s elevado y m\u00e1s justo es vital para extirpar de ra\u00edz estos dos grandes problemas y este el mensaje que vertebra la nueva campa\u00f1a de Tony\u2019s Chocolonely en Alemania<\/p>\n<p><strong>La campa\u00f1a ha visto la luz inicialmente en Berl\u00edn y a partir del 19 de febrero desembarcar\u00e1 tambi\u00e9n en la ciudad alemana de Hamburgo.<\/strong>\u00a0Adem\u00e1s, lo \u00faltimo de Tony\u2019s Chocolonely en Alemania incluye asimismo\u00a0una edici\u00f3n limitada de cuatro tabletas de chocolate, que son las mismas que se abren paso en la campa\u00f1a disfrazadas de Twix, Milka, KitKat y Fererro Rocher. Bautizadas con el nombre de \u00abLas 4 fant\u00e1sticas\u00bb, las tabletas de chocolate de edici\u00f3n limitada de Tony\u2019s Chocolonely se comercializan con un precio de 13,98 euros.<\/p>\n<p>Fuente: https:\/\/www.marketingdirecto.com\/creacion\/campanas-de-marketing\/tonys-chocolonely-disfraza-kitkat-milka-marcas<\/p>\n","protected":false},"excerpt":{"rendered":"<p>En una nueva y audaz campa\u00f1a lanzada en tierras alemanas la marca neerlandesa de chocolate\u00a0Tony\u2019s Chocolonely\u00a0ha decidido disparar con bala contra los grandes fabricantes de productos derivados del cacao, a quienes echa en cara no estar comprometidos al 100% con la erradicaci\u00f3n del trabajo infantil y de la esclavitud moderna en su \u00e1mbito de actividad. [&hellip;]<\/p>\n","protected":false},"author":52,"featured_media":11072,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_uag_custom_page_level_css":"","footnotes":""},"categories":[1],"tags":[],"class_list":["post-11070","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-sin-categoria"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.8 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Tony&#039;s Chocolonely se disfraza de KitKat, Milka y otras marcas de chocolate en esta provocativa campa\u00f1a | Marketing Zone Icesi<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.icesi.edu.co\/marketingzone\/tonys-chocolonely-se-disfraza-de-kitkat-milka-y-otras-marcas-de-chocolate-en-esta-provocativa-campana\/\" \/>\n<meta property=\"og:locale\" content=\"es_ES\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Tony&#039;s Chocolonely se disfraza de KitKat, Milka y otras marcas de chocolate en esta provocativa campa\u00f1a | Marketing Zone Icesi\" \/>\n<meta property=\"og:description\" content=\"En una nueva y audaz campa\u00f1a lanzada en tierras alemanas la marca neerlandesa de chocolate\u00a0Tony\u2019s Chocolonely\u00a0ha decidido disparar con bala contra los grandes fabricantes de productos derivados del cacao, a quienes echa en cara no estar comprometidos al 100% con la erradicaci\u00f3n del trabajo infantil y de la esclavitud moderna en su \u00e1mbito de actividad. 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