Every so often, a brand activation truly deserves to be called immersive. Tony’s Chocolonely’s latest pop-up is one of those rare cases.
The impact-driven chocolate company—on a mission to end exploitation in the cocoa industry—opened the doors last weekend in New York to a one-of-a-kind pop-up that invited fans to step inside an unmistakable universe. Dubbed “Valentony,” the installation was a fully saturated plunge into Tony’s Only Red World, created in collaboration with contemporary artist Cj Hendry.
If you’ve ever unwrapped a Tony’s bar, you know the red. It’s not subtle. It’s not shy. And, last weekend, it wasn’t contained in a wrapper. The experience transformed that signature hue into a floor-to-ceiling environment—an unapologetically rich, playful, high-impact space that felt like stepping inside a brand manifesto.
And yes, there was chocolate.
Event Images by Elvin Rodriguez
For $1, visitors could snag a mystery-bag-style surprise that included “at least” one Tony’s bar in one of its cult-favorite flavors. But the bag wasn’t just a gimmick. True to form, Tony’s built meaning into the mechanics. The mystery bags were unequally divided—a direct nod to the unequal profit distribution in the cocoa industry. A spoonful-of-sugar approach to a bitter reality.
Event Image by Elvin Rodriguez
The cocoa industry is bitterly unfair. Cocoa farmers work tirelessly at physically demanding jobs, all for less than a dollar a day on average, meanwhile the industry is worth billions. We tell that story everywhere–from the manifesto printed inside every wrapper, to the unequally divided design of the bars, to our Only Red–and with this popup.
Aidaly Sosa Walker, VP of Marketing at Tony’s Chocolonely North America.
That tension—between joy and injustice, play and protest—is where Tony’s consistently operates best. The bold, bright exuberance of the installation was a strategic counterbalance to the heavy message at its core. The pop-up leaned into romance without sacrificing confrontation. That framing—more a love letter than a takedown—feels especially apt to acknowledge for Valentine’s Day.
Tony’s cultural playbook has been sharp in recent years. The company was honored as a 2025 TIME100 Most Influential Company and featured in Fast Company’s 2024 Brands That Matter—recognition that reflects its ability to merge mission with magnetic brand-building. This installation continued that strategy: meeting fans where culture lives and turning a value system into a physical environment.
A New York-based artist from Brisbane, Australia, Cj Hendry is known for her hyper-realistic, immersive installations that transform everyday objects into playful, thought-provoking experiences. For Hendry, this collaboration was also personal.
Merch Images by Cj Hendry Studio
Couldn’t be more chuffed to be collaborating with the Tony’s team. I have been a fan of the brand for so long and to finally be able to work together in a bigger capacity is truly an honor.
Cj Hendry
The result wasn’t just an art installation or a marketing stunt. It was a fully realized extension of Tony’s universe. And, who doesn’t love a great brand activation.
Header Image: Balloon Sculptures Images by Cj Hendry Studio
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