• How Tony’s Chocolonely is breaking the mould with their Dean of Dopeness (CMO) Sadira Furlow

  • Dec 11 2024
  • Length: 51 mins
  • Podcast

How Tony’s Chocolonely is breaking the mould with their Dean of Dopeness (CMO) Sadira Furlow

  • Summary

  • In this episode, we're diving into a fascinating conversation with Sadira Furlow, known as the "Dean of Dopeness" at Tony's Chocolonely. We unpack Sadira's career journey from launching viral campaigns at PepsiCo to driving industry change at Tony's Chocolonely.


    We'll explore her admiration for Tony's authentic mission, their innovative approach to storytelling, and how they're reshaping the chocolate industry. Sadira also opens up about her bold career moves, the lessons learned from transitioning between major brands and startups, and her commitment to making a meaningful impact.

    Timestamps
    00:00 - Intro
    01:37 - How Sadira discovered Tony’s
    02:01 - Why Sadira is known as the Dean of Dopeness
    03:19 - Sadira’s role at Pepsi; Puppy Monkey Baby and Mountain Dew
    13:06 - From PepsiCo to a fintech (Happy Money)
    16:03 - Making an impact in a product-led organisation
    18:24 - Writing your own redundancy case
    21:09 - Why Sadira took a 9 month Sabbatical
    23:51 - How Sadira got the role at Tony’s
    28:11 - The commitment to being a change brand
    29:55 - Working with constrained budgets
    34:26 - The lawsuit for Tony’s look alike bars
    38:27 - The Tony’s advent calendar that caused a stir
    39:53 - Using fun and humour to tell a serious story
    42:21 - In house vs agencies at Tony’s
    43:17 - Tony’s collaboration with The Washington Post
    44:25 - Custom branded Tony’s Chocolonely bars
    45:46 - The most successful campaigns for Tony’s
    47:45 - Where does the brand go from here?
    49:55 - What has surprised Sadira most about the brand

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