Chocolate Challenge

100% COCOA, 100% OF THE STORY

That’s the idea behind the Chocolate Challenge devised by joga for tonies®, a fast-growing start-up popular among kids for its Toniebox, a speaker that plays audio content, (stories, music, educational lessons, etc.), and is activated when children place a Tonie figurine on its surface, with each character corresponding to different content.

To celebrate Easter, the agency invited children aged 5-6 to listen to a new tonies® audio tale while eating chocolate and asked them what they preferred… chocolate or stories. Naturally, chocolate won in a unanimous vote. At least, initially...

Children were first presented with chocolate bars containing 50% cocoa, which they “had” to eat in order to hear the first half the story. Continuing proved to be a little less sweet. Literally, as they were given chocolates with increasingly higher cocoa content to eat to continue the story. And, after struggling through an intensely bitter 100% cocoa bar to reach the end, the tone turned. Listening to stories climbed in popularity in its contest against the inimitable sweet tooth, proving that some things are better off in small doses.

A 3-minute video capturing the experiment is enchanting as it is funny and shows that children will do anything to discover an intriguing audio tale, even eat chocolate that would make an adult wince.

The campaign started broadcasting digitally on YouTube and Meta on March 25th.