Tony’s Chocolonely just dropped a new campaign spotlighting their smaller bars, which are cleverly named “My Little Tony’s.” Get it? Like My Little Ponies?
Well, anyway, the goal was to show how these small, personal-sized treats are perfect for a quick moment to yourself, whether you’re crammed in a packed train or stuck in your 600th work meeting.
So, does the message hit home?
We tested the new Tony spot with a Dutch audience to see how well it delivered on branding, emotion, and customer need.
Let’s dig into the results.
Breaking down the “My Little Tony's Occasion” ad
Branding
This ad absolutely nails branding. A huge 86% of viewers recognized Tony’s Chocolonely within the first 5 seconds, far above the 47% industry average.
Even better: the ad keeps brand recall high all the way through. Tony’s cleverly uses its iconic bar design and distinctive logo to make sure you don’t forget whose chocolate you’re watching.
Verdict: top-tier branding execution, with consistency across both visuals and voiceover.
Emotion
The emotional response? Solid but with room to grow.
66% of viewers liked the ad, just a touch above the 63% average. The chocolate itself was a clear highlight – people found it “delicious” and appreciated the humor.
But some feedback flagged moments that felt a bit too busy or not entirely relatable. The ad’s energy is fun, but a sharper emotional arc could push it from good to great.
A win for positive vibes overall, but with potential to dial up the connection by refining the storytelling.
Need
Here’s where things get tricky. The key message – Tony’s new “smaller bars” – is mentioned, but only 56% of viewers really caught it (close to the 57% benchmark).
Most viewers picked up the message early on when the voiceover spelled it out, but as the ad progressed, the smaller bars became less visually obvious. That made the message fade a bit by the end.
Stronger emphasis throughout – both in visuals and repetition – would help lock the “smaller bars” idea in viewers’ minds.
Final thoughts
Tony’s Chocolonely has a well-branded, likable ad on their hands. A bit more focus on message clarity – especially around those smaller bars – could really seal the deal and ensure people walk away remembering both the brand and what’s new.
Key wins:
✅ Excellent brand recall (first 5 seconds: 86%)
✅ Consistent branding throughout the whole ad
✅ Fun, lighthearted tone that fits Tony’s vibe
Opportunities to improve:
⚡ Make the “smaller bars” message clearer and more persistent
⚡ Smooth out the storytelling to build stronger emotional peaks
⚡ Keep scenes relatable without overloading the viewer
Want to dig deeper into the test results? Head over to Behavio’s platform for the full breakdown.
