The name, Puppy Pals, makes hearts melt. You need a name that makes hearts melt when asking people to donate to a cause, in this case Guide Dogs Australia.

Or you create a range of 100% milk chocolate characters, with the name Puppy Pals inscribed in braille. Nice idea from the Monkeys, yes?

Justin Drape, The Monkeys ECD said: “The thinking was to create a product that would reward consumers for making a donation and at the same time create a revenue stream for the charity.”

Raise money. Raise awareness. Reward donors. Let donors share an experience with the vision impaired for whom they are donating. Win, win, win, win.

Proceeds from the sale of Puppy Pals will fund the training that turns rollicking puppies into responsible Guide Dogs. The chocolates are available from selected BP and Apco service stations, convenience stores, milk bars throughout Australia for $1.40.

The chocolate characters have been created with unique personalities and are part of an ongoing roll out, with a TV series based on the idea currently in development.

Thwe Monkeys executive creative director, Justin Drape, was supported by creative director, Noah Regan and art director, Bradley Averill and designers, Erwin Santoso, Stephanie Rajalingam, Terry Chisolm.