Nestlé's Wonka chocolate gets even more scrumdiddlyumptious

Posted on Mon Mar 1 2010


Argh! BrandFreak gave up chocolate for Lent. (OK, we supposedly gave up chocolate for Lent, which is what we've been telling ourselves every year since our mother enrolled us in Catholic school at age 7.) Tempting us to break the fast this year is none other than Nestlé's Wonka Exceptionals. For those of you who associate Wonka with children's candies, the collection just got a whole lot "scrumdiddlyumptious," which indeed happens to be the name of the new candy bar we're drooling over. Nestlé says it's the first premium chocolate line for the entire Wonka brand, which includes delectables like the Wonka Chocolate Waterfall Bar and the Wonka Domed Dark Chocolate Bar. What makes it so darn delicious, and irresistible, is the use of ingredients like "scrumptious toffee pieces," "creamy white chocolate swirled in milk chocolate" and "rich, velvety dark chocolate topped with smooth milk chocolate drops." (Excuse us while we wipe the saliva off the keyboard.) BrandFreak had the pleasure of speaking with Janet the Planet (pictured above), the innovation manager behind the Wonka Experience. As we wrote in our Brandweek Q&A this week, Janet the Planet is her legal name. (She won't tell us what it was before she changed it 12 years ago.) Even better, her husband's name is Richie Rescue, or at least, that's what he's in the process of changing it to. Of course, this only happens when you're talking with the folks at Wonka.

—Posted by Elaine Wong

Summer music festival about to get even more hallucinogenic

Posted on Wed Mar 25 2009


Could the Bamboozle summer music festival be the trippiest event this side of the Magical Mystery Tour? Newly inked title sponsor Nestle USA's Wonka candy seems to be doing its part to position the touring rock show as a real-life walk through the Chocolate Factory. There's even a (sort of) golden ticket!
  The candy marketer, known for brands like Pixy Stix, Laffy Taffy and Everlasting Gobstoppers, plans a "one-of-a-kind imagination station" called WonkaVision, where concertgoers can play candy-related games and create artwork that will be posted on (Is it so far-fetched to figure that fans at a massive outdoor emo, pop and punk show would already have some kind of WonkaVision going on?) The marketer will also roll out an exclusive sneak peek at a new product to the tens of thousands who show up to see Fall Out Boy, No Doubt, We The Kings, Forever The Sickest Kids and Mercy Mercedes at places like the Meadowlands Sports Complex in New Jersey and the Verizon Wireless Amphitheater in Irvine, Calif. The licorice and fruit punch-flavored concoction is called Kazoozles, according to a press release from Wonka and concert behemoth Live Nation, and promises to be "delickoricious." 
  The sponsor will dole out VIP perks, including Wonka Gold Cards, to some fans, giving them choice seats at the concerts, six months of free candy, a dip in the Chocolate River and a ride in the Great Glass Elevator. Ok, maybe not those last two.

—Posted by T.L. Stanley



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