With MAD//Fest three months out, here’s a taste of the thinking coming your way in July. Last year, Sadira E. Furlow, Chief of Global Brand & Communications at Tony’s Chocolonely, took the stage with one message: safe is forgettable, and her brand proves it.

Sadira E. Furlow, Chief of Global Brand and Communications (aka Dean of Dopeness) at Tony’s Chocolonely, isn’t here to play it safe. And neither is the brand.

While most companies stick to bland and predictable, Tony’s is flipping the script. They’re making outrageously good chocolate whilst taking on one of the world’s darkest supply chains, fighting to end exploitation in the cocoa industry.

That means breaking rules, shaking up the system, and refusing to be just another brand hiding behind a feel-good purpose slide.

At a time when people crave meaning over marketing fluff, Tony’s is standing out by standing up.

In this great session from day one, Sadira takes you inside the wild ride, from courtroom clashes to openly challenging competitors to copy their ethical sourcing model.

FIVE KEY TAKEAWAYS

1. Sameness is boring 

Tony’s opened with a blunt truth: most chocolate advertising is indistinguishable. The same slow melts, the same indulgent cues, the same predictable storytelling.

2. Purpose only works when it's authentic

Tony’s frames itself as an impact company that happens to make chocolate. That distinction isn’t semantic, it shapes everything from product design to communications.

3. Tony's creativity is about creating tension 

From unevenly divided chocolate bars to a deliberately “missing” advent calendar piece, Tony’s builds ideas that provoke a reaction.

These aren’t gimmicks. They’re designed to mirror the inequality in the chocolate industry.

4. Be honest

Whether it’s openly explaining price increases or confronting uncomfortable industry truths, Tony’s leans into transparency.

5. Brands can't solve wider world issues alone

One of the more surprising themes was collaboration. Tony’s actively invites competitors to adopt its sourcing principles, prioritising industry change over competitive advantage.

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