Chocolate Challenge

Agency: joga



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.

This professional campaign titled 'Chocolate Challenge' was published in France in March, 2024. It was created for the brand: Tonies, by ad agency: joga. This Film and Integrated media campaign is related to the Confectionery, Snacks industry and contains 1 media asset. It was submitted 23 days ago.


Client : Tonies
Emmanuelle Aissy: Brand Marketing Manager Martin Simon: Head of Growth

Agence : joga
Olivier Lopez: President
Clément Audard: Strategy Director Antoine Defaye: Executive creative director

Production: Cornelia Jonathan Schupak: Director Maxime Kathari: DOP
Thomas Duchêne: Executive producteur Laurianne Métais: Executive producteur Louise Gholam: 1st camera assistant Lola Loubet: 2nde camera assistant Clémence Warnier: Chief electrician Marjolaine Balseva: Accessory maker Maxime Graftiaux: Sound engineer
Eva-Lou Beausang: Stage Manager

Post-production: Orage
Lola Bellini: Co-founder & Post-production manager Ella Dixon: Editer
Romain Livennais: Grader Maxime Emeriau: Sound Mixer


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