How do you create a new tone of voice and roll it out to 20,000 people and 28 countries?

How do you write provenance stories for 250 products with 8 writers, in 4 weeks – and keep quality and consistency?

How do you pull a tone of voice project out of the sand, bring it back to life and get 9,000 people using it?

How do you define a witty tone of voice in sweets for adults – without resorting to adult humour?