Indefinable taste of yellow defined by Yellow
New Zealand’s “most anticipated chocolate bar”, Yellow Chocolate, hits supermarket shelves nationwide today, signifying the end of a long road for Josh Winger, who accepted the mission to create the world’s first yellow tasting chocolate bar using companies sourced only from Yellow – books, online, mobile and maps.
When researching flavours for the Taste of Yellow Chocolate, Winger drew inspiration from his travels around New Zealand, his favourite breakfast (French toast with maple syrup and banana) and his mum’s desserts, but eventually came to the conclusion that most people preferred flavours like pineapple, banana and maple syrup over things like lemon and honey.
“The taste of Yellow is hard to put your finger on, but it has a mixture of familiar flavours that blend together to create something entirely unique,” he says.
He followed this sentence up with a completely nonsensical one: “When I tasted the Yellow Chocolate bar for the first time, I was actually stunned by how much it tastes like yellow.”
Apparently, that stunning final yellow flavour tastes “yellow, fruity, zingy and sweet”.
Winger employed the services of 45 Yellow businesses to get the job done. And now he’s off to his favourite breaks to catch up some surfing before looking for a job.
Yellow marketing director Kellie Nathan says Winger developed a huge following, with more than 94,000 website visits since September, more than 68,000 unique visitors since September, people spending an average of four minutes on the site, 14,630 Facebook fans (three times more than John Key) and 791 followers on Twitter. So today is the day for him, his supporters, and the Yellow businesses who have been involved, to celebrate a ‘job done’.
“We wanted to prove that just about any mission could be completed using Yellow — the book, online or mobile. And I think we’ve done that,” Nathan says.
The multi award-winning Yellow Treehouse integrated campaign was a very hard act to follow, and there seemed to be more confusion surrounding this more non-specific, obtuse idea.
Limited edition Yellow Chocolate bars are on shelves at Countdown, Woolworths and Foodtown stores around New Zealand for a RRP of $1.99.
No word on whether the next campaign will involve Yellow Snow.
courtney lambert @cjlambert
February 8, 2010
Does that mean it's nearly over? Whew–the Lawrence of Arabia of confusing long-winded campaigns. Nice about the Facebook fans about year on year increase in Yellow listings? (you know that thing you put your monitor on).
courtney lambert @cjlambert
February 8, 2010
..oops refresh #fail.."what about the year on year increase.." ..meh you get what I mean..
Vincent Heeringa
February 8, 2010
Can't identify the taste or smell exactly but reminiscent of pineapple FruJu
Mark L
February 9, 2010
Errr… hang on a minute. There's me thinking that press releases were screened by the editor. This story smacks of Yellow PR company BS. Any self respecting Marketer can see straight through this and any self respecting journo would not let such crafted tripe appear as "news", no matter what the media format.
Are we really supposed to believe that a semi handsome 30 something has spent the past 6 months searching high and low for the best people to employ for his candy bar idea? I suppose he found his Ad agency, PR company and Media company all through Yellow too? Come on… how STUPID do you think the consumer is???
Su Yin Khoo
February 9, 2010
@Mark L: Hmm, I dunno. Gullibility and intelligence aren't the same thing
Hastings Reviewer
February 16, 2010
I would be interested to hear what this campaign has done for the Yellow pages book and their website. Facebook friends is all very well and good but I'd like to know the results this spend has generated. Bizarrely, they seem more interested in how many people have visited the promotional site for the chocolate rather than their business website. Strange marketing objectives here.