Koen
for Tony's Chocolonely
A face you trust with your snacks and your ethics.
The best chocolate story ever told.
And nobody's listening.
Tony's built a supply chain revolution and wrapped it in a candy bar. The problem is the story stops at the wrapper. No character to carry it into feeds, into culture, into the parts of the internet where people actually pay attention. The mission is urgent. The brand voice isn't.
Meet Koen.
The scheming charm of a 90s movie protagonist. He wears a flat cap because he saw an old photo of a labor organizer and thought it looked correct. He's eleven, carries a clipboard everywhere, and once boycotted a candy brand with a spreadsheet he presented during lunch. Part Saturday cartoon, part chocolate economist.
Koen runs the socials.
And he won't shut up about chocolate.
He's posting unboxings. He's rating bars on an ethics score he invented. He's showing up in the comments of every competitor and fact-checking their sourcing. He markets the merch, presents the annual report, and stalks your feed until you care about cocoa farmers as much as he does.
We create brand characters and put them to work.
Let's talk