How do you stay true to a brand's purpose while making it feel local?

Maya Bitton is nearing the end of her first year in the Master’s International Communication. During her first year, she worked on a Strategic Brand Management project for Tony’s Chocolonely.

The communication challenge

‘I was excited to work with Tony's Chocolonely due to the complexity of their challenge. Tony aims to end cocoa industry exploitation, positioning itself as a company that creates impact, beyond making chocolate. But as the brand expands globally, that mission needs to translate across different cultures without getting lost. Our project tackled that: how can Tony's strengthen local perceptions of taste and the chocolate experience, without losing its purpose-driven identity?'

Connecting chocolate to the local culture

‘We focused on Germany during the Easter season. The research was key to everything. We analysed Tony's brand positioning and communication style, mapped its presence in the German market, and compared it against both established chocolate brands and value-driven competitors. We examined German expectations around chocolate and how brands use seasonal moments to connect with audiences. We created a communication approach that highlighted the sensory indulgence of Tony's chocolate, focusing on taste, texture, and enjoyment, while integrating its ethical mission in the narrative. The final strategy included defining target audiences, messaging and tactics that connected with culturally relevant moments and “culture makers,” particularly within Gen Z audiences and B2B.’

A winning strategy

‘We were chosen to present at Tony's headquarters in Amsterdam, pitching to the Head of Communication and the PR Manager. And our team won! They said that what stood out was that we really understood the audience and managed to balance Tony's purpose with a focus on product experience. That feedback meant a lot’.

Personal takeaways

‘Overall, this project was a highly valuable learning experience. I got much better at thinking strategically about branding across different markets and at working well within a team. Just as importantly, the project really helped me grow personally. I learnt to trust myself and my ideas more, got more confident when presenting and engaging with others. It also helped me better understand the kind of professional I want to become. This experience has been one of the highlights of my master’s programme. It has motivated me to leave my comfort zone and continue growing both professionally and personally.'