Chocolate hotel suite opens doors to desweetest person in the world  

Impact brands The Social Hub and Tony's Chocolonely launch the ‘world's sweetest sleepover’ and launch search for the world's sweetest person to spend the night in it

Tony's Chocolonely and The Social Hub, two leading B Corp brands committed to making the world a fairer and more inclusive place, have teamed up to create a chocolate-covered hotel room. This room is not for sale; only those nominated by someone else as the ‘sweetest person’ in the world will have a chance to win this special overnight stay.

Tony's Chocolonely wants to end exploitation in cocoa and has already launched numerous chocolate bars and flavours, but this is a first: a chocolate hotel suite consisting of three completely chocolate-covered rooms. A special collaboration with The Social Hub, the hospitality pioneer that brings communities together.  

But there is a twist. An overnight stay in the new, chocolate pop-up suite at The Social Hub Amsterdam cannot be booked (paid for). Guests can only stay there if they are nominated as the sweetest person in the world. The winner gets to enjoy the sweetest night of their life together with the person who submitted the nomination.With the message that our choices impact others, both in how we act in life, and in the chocolate we consume.

Trix van der Vleuten, chief marketing officer at The Social Hub, explains that the idea was developed from the belief that kindness should be celebrated. “The world feels increasingly divided,” she says.”We are more digitally connected than ever, but loneliness is on the rise. Together with Tony's, we wanted to show that ‘sweetness’ - simple, human kindness - matters more than ever, and that people can enjoy our products while making a positive impact on our society at the same time.” 

“Doing good feels good. Like eating fairly produced chocolate and spending time with someone in a unique chocolate hotel suite. Like Tony's chocolate bars, this suite is designed for sharing. We can't wait to unveil it, because this one is one of a kind.” 

How it works: a quest for kindness 

From today, Thursday 5 March, people in the Netherlands, Germany and the UK can nominate candidates via the Instagram account of The Social Hub and Tony's Chocolonely's social media channels in these countries. The promotion closes on Thursday 12 March. One winner will be selected from each country by The Social Hub and Tony's Chocolonely. The chocolate hotel suite will be unveiled on Friday 20 March and will be open for 10 days. Fans in Amsterdam will also have the chance to experience this special multi-sensory experience for themselves on Sunday 29 March, from 1pm (register in advance via The Social Hub's website). 

What to expect: a night in the chocolate hotel suite 

Chocolate Interior

Throughout the suite's three rooms, guests will discover chocolate everywhere and messages of connection, kindness and inspiration. Think furniture filled with chocolate inspired by the design of Tony's bars, special chocolate room service, a carefully curated playlist featuring artists from cocoa-producing regions and much more. 

Shareable limited edition Tony's

During their visit, guests will also receive an exclusive shareable two-part chocolate bar specially designed for this collaboration: one half for yourself and one to give away. The limited edition flavour, available exclusively at The Social Hub Amsterdam City pop-up, is inspired by connection. Thus, the bar consists of two layers of creamy white and milk chocolate with caramel and sea salt; a premium version of the most beloved Tony's bar of all time. 

Social wake-up call 

Amid all this chocolate, guests receive a literal ’wake-up call“ in the morning, a reminder that exploitation is widespread in the West African cocoa chain. Tony's wants to combat this exploitation and ‘disconnect’ stop by working directly with 40,000 cocoa farmers and their families, paying a higher price for the long term so they can earn a living wage. At the same time, the brand shares their chocolate and their story with millions of chocofans worldwide. Because chocolate only tastes really good when cocoa farmers are paid fairly.

Sadira E.Furlow, Chief of Global Brand & Communications at Tony's Chocolonely, adds:“As an impact brand making chocolate, we are trying to end exploitation in cocoa by showing that chocolate making can be different in taste and in the way we partner with cocoa farmers. With the launch of the ‘world's sweetest sleepover’ at The Social Hub, we want to invite fans to enjoy our chocolate, get to know each other and celebrate the people who truly care about the impact of their actions on others.” 

To start the search, posters with ‘Missing: the world's sweetest person’ in Amsterdam, Berlin and Glasgow, inviting the public to nominate someone they think deserves this overnight stay. Staff at The Social Hub locations in these cities can surprise the most kind guests and members with Tony's chocolate, celebrating the power of kindness and connection. 

Nominate the world's sweetest person via Instagram and who knows who might win the sweetest sleepover ever.