Tony's has launched four new temporary wrappers. Each wrapper was inspired by famous bars such as Milka as well as other famous chocolates like Mars or KitKat as part of a marketing campaign to highlight the prices that farmers receive. It launched four recognizable chocolate bar parodies in Germany, which were inspired by the design of famous chocolate manufacturers.
Reportedly, the campaign was released in Germany and Austria to highlight the use of child labour by big suppliers of the cocoa industry.
Milka manufacturer Mondelez International said the company owned the colour trademark in Europe. So far, the current legal issue is limited only to trademark infringement matters and concerns.
The other chocolate designs included in the campaign belong to trademark brands like KitKat produced by Nestle, Twix by Mars, or Ferrero Rocher produced by Italian Ferrero.
Tony’s Chocolonely centres its business model on paying a fair price to the cocoa farmers. The majority of big chocolate companies don't pay a living income price for all their cocoa, which results in exploitation on cocoa farms. Approximately 1.56 million children are involved in child labour in Ghana and The Ivory Coast.
Following the legal action, the trademarked colour purple in question, a parody of the iconic Milka bar, has been replaced with grey.
