Nestlé Confectionery have recently launched the Wonka brand as a main-steam chocolate bar in the UK. Previously, Wonka Chocolate had only been sold as a short-term brand in response to the Johnny Depp film and was better known in the past for its novelty sugar products aimed at the much smaller children’s market.
JB produced an internal launch and trade event at the York’s Chocolate Story visitor attraction. Using their inspirational exhibition space, combined with carefully scripted input for their guides, we created a world of Wonka. This teased and revealed the Sleeping Giant who is going to become a new force in the UK chocolate market. Portable elements of the presentation were designed, then run in Dublin and London for other key customers. It was launched to all 500-plus field force members at Whittlebury Hall and to the trade press in the Theatre Royal, Drury Lane where the Charlie and the Chocolate Factory is currently playing.
Three 'deliciously imaginative flavours' have been introduced and, to launch them to each of the audiences, JB created a series of animated videos and live interaction. Indeed one major UK retailer remarked totally unprompted that it was the best confectionery sell he had ever been to.
Steven Hind
Innovation Manager
Nestlé Confectionery
