Yellow chocolate hits shelves nationwide
New Zealand’s most anticipated chocolate bar, Yellow Chocolate, hits supermarket shelves nationwide today. The launch campaign, which includes a TV commercial, via Colenso BBDO, signifies the end of a long road for Josh Winger, who accepted Yellow’s 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, Wingerdrew inspiration from his travels around New Zealand, his favouritebreakfast (French toast with maple syrup and banana) and his mum’sdesserts. His flavour testing road trip around New Zealand showed himmost people preferred flavours like pineapple, banana and maple syrupover things like lemon and honey.
“The taste of Yellow is hard to put your finger on, but it has amixture of familiar flavours that blend together to create somethingentirely unique.” However, he says that the final flavour tastes”yellow, fruity, zingy and sweet. When I tasted the Yellow Chocolatebar for the first time, I was actually stunned by how much it tasteslike yellow.”
Winger says that Yellow Chocolate’s debut today has been down to sheerhard work and the help of many partners: “Without the help of Yellowand over 45 Yellow businesses that supported me on this mission, Iwould have never imagined such a great result. I’m proud of the outcomeand stoked to have proven that you can get any job done with Yellow,”says Winger.
Says Yellow marketing director, Kellie Nathan: “Josh has developed ahuge following of people eager to discover the taste of YellowChocolate, so today is the day for him, his supporters, and the YellowBusinesses who have been involved, to celebrate a ‘job done’.”
“We wanted to prove that just about any mission could be completedusing Yellow – the book, online or mobile. And I think we’ve donethat!” says Kellie.
The next step for Winger is to take some time out before he hunts for anew job: “I haven’t had a decent break in the last six months so I’mkeen to go home, visit my friends and family, and also to head out tomy favourite breaks and have a surf.”
Limited edition Yellow Chocolate bars are on shelves at Countdown,Woolworths and Foodtown stores around New Zealand for a RRP of $1.99.Stocks are limited so don’t miss out.
Colenso BBDO:
Executive Creative Director: Nick Worthington
Creative Director: Steve Cochran
Digital Creative Director: Aaron Turk
Producer: Paul Courtney
Planning Director: James Hurman
Group Account Director: Andrew Holt
Account Director: Rachel Turner
Account Manager: Katya Urlwin
AIM Proximity
Digital Account Director: Terri Williams
Porter Novelli PR:
Executive Director: Louise Wright
Senior Account Manager: Sarah Geel
Senior Account Executive: Anna McIntosh
43 Comments
Can’t decide exactly which yellow thing it should taste like so you just cram a whole bunch of yellow things together. Sounds like a client made this chocolate bar.
I wish Yellow focused a little more on making their web site work, other than advertising that it does.
shame the whole thing’s a fraud – Josh was ‘selected’ from a talent agency – he’s the same fella that kisses the Moccona girl in one of their ads. Perhaps the only thing that’s yellow is the agency for chickening out & making a mockumentary rather then the real thing.
Pretty clever campaign getting people to buy your marketing… I like the campaign!
Louise – which one do you work for Aim or Colenso? Or Porter Novelli PR?
Who thinks this will do better than the treehouse in the awards?
Probably telecom – Louise’s unabashed excitement is worthy of Ferrit at its best. Only problem is businesses can’t survive by selling their marketing if no-one uses their paid for services cause they’re rubbish. They’re dangerous days when agency insiders convince ourselves that the message is all that matters. Personally the whole things has been a yawn & who gives a monkey’s if they flog off some limited edition candy bars if the public are still none the wiser about why they should use yellow.
I tried this bar yesterday – i thought the packaging and bright yellow chocolate bar looked great. But it didn’t taste like yellow, It just tasted like yellow fruit.
Oh, we just got a bar in at work. It’s the worst-tasting thing I’ve ever put in my mouth.
Disappointing follow up to ‘Restaurant’. That had originality and stature. This ‘do the same on a smaller budget’ brief lacked either.
Caramac was one of the UK’s biggest selling choc bars-it was yellow!
Strong conceptually but doesn’t say much about Yellow. In fact questionable if there is much attribution by punters at large to Yellow at all. Or is that intentional given their website is still pretty average???
Difficult second album alright.
I haven’t followed the campaign… But what kind of businesses do you need to find to make a chocolate bar. Seems so much more far fetched than finding builders and sparkies.
Agree with Bruce re the site. I assume it was made to be low rent and clunky for a reason, but not quite sure why.
packaging and ad looks great! The bar taste average and the sites shocking!
Job half done!
I liked Josh in the Export Gold commercial
Dear Yellow Pages
Your business is made of fail – losses of $338 million last year. Your advertising and marketing is a waste of money and effort, although you are funding Aim Proximity and Colenso winning a load of pointless awards.
These days, you see, people use Google and other search engines to find out the information they want about businesses. Why would they want to use the Yellow Pages when the information is at best patchy, at worst wrong?
If I were you I’d think very clearly about what you are going to do. More of the same just won’t cut it.
Love
x
This has to be one of the greatest achievements in advertising. Agency comes up with product (for client). Agency patsy goes out and makes it (well stands in the right place for the camera anyway). Takes ages to do it and agency gets to make many ads about it. Product gets made. Agency then advertises the product. Client pays for it all (well some of it – let’s be honest here – there’s no price to be put on awards these days is there). Job well and truly done. Pity the product tastes shit. Oh and the site is terrible too, how long do I have to wait on my superfast kiwi number 8 wire broadband for some post-its to flick by and a few tweets. Yawn.
Don’t eat yellow snow, or chocolate. Leave bad taste in mouth.
Why did the client do this website themselves? Having a proper designer would have made all the difference me thinks.
Good advertising makes a bad product fail faster — or at least that’s what I think Bill Bernbach said.
My issue is that the yellow.co.nz product is a dog.
There should have been zero dollars spent on ATL advertising until this was sorted out.
Or at least, that’s what a brave agency head would have said. But they’re hard to find these days in adland.
The agency has let the client down by agreeing to put money into expensive advertising, when in fact the money wasted on this contrived rubbish would have been better spent on firing the people responsible for making the Yellow website.
I feel no passion for Yellow.
I feel none of the pain that this actor went through getting the product to market (even though he had the full weight of Colenso helping him every step of the way).
And, unfortunately for the client, I do not feel persuaded enough to dump Google and use Yellow.
This week there will be a smart one minute summation of this failed venture neatly wrapped up in a tight one minute long Effie/Cannes/One Show/AWARD entry video.
Perhaps that’s the only real reason this piece advertising went ahead; to further the careers of a few ad guys.
Floppage.
Look at all the haters here….Wow wee.
NZ must still be deep in recession.
‘
Cause it sounds like there’s a a great number (all of the above)
of the washed up ad folk out there obscenely stressed at the arrival of their redundancy chat any day now. At least you have this site to use as your digital stress ball. I mean what else would you do to look busy at your desks?? Can’t be a BRIEF cause they stopped coming in a while ago now.
You know, when your key client left without warning and went to the MIGHTY College Hill Crushers that is COLENSO BBDO. The same guys that just won your digital stress balls coveted ‘AGENCY OF THE DECADE’ award.
Haters gonna hate. And while they do that, BBDO will continue to shine.
I’ll be honest though.
I don’t blame this surge in the popularity of HATORADE in the industry.
I’d hate the fact I’ve had nothing new in my portfolio since the Yellow Treehouse campaign…Beside myself even.
Anyway, it’s not all doom and gloom for you haters out there.
Here’s a link you’ll need very soon
http://www.workandincome.govt.nz
I’d suggest bookmarking it even.
Peace.
The_Hammer
All very interesting. Someone told me that the Yellow Choc bar sold out in 3 days.
Jim Moser had more than his fair share.
@Brian at 10.19.
Good reminder of the old truth that a good ad only makes a bad product fail faster. Correct that a brave agency would tell the client straight – sort out your product before you spend money with us.
This would probably happen more often if agency management felt the client partnership was for the long term. You could weather some ups and downs because you were on the same journey. But of course, very few client-agency relationships work that way anymore. Not saying it’s a bad thing, but it does explain the temptation to spend the ad budget that’s on the table this year, and try and win some awards. Who knows where you’ll all be next year?
And in the meantime, if the website sucks – too bad.
Aside from the fact that the YellowPages site really does suck…
I really don’t know why Cloenso tried to follow Treehouse up – I mean it’s a restaurant in a fucking tree for fucks sakes! A TREE! Treehouse is overwhelming, it captures imagination and leaves you jealous and spiteful (but in a good way). So unless your campaign is ‘I’m going to make a chocolate bar that makes your cock bigger’ I really cant see how anyone is going to give a shit.
But even if it was following the hardest act to follow, I still don’t think yellow chocolate would win anything outside NZ (unless they made it taste like piss, then the French might give it a Lion).
OK. This will make it easy to understand. With Tree House, Aim led. With Chocolate, Aim was sidelined. Spot the difference?
Ive put some big, bad and nasty things in my mouth, but this yellow chocolate is the most revolting of them all, and thats saying alot.
Who ate all the chocolate Jim?
Big call 9.04. No one in NZ would choose Aim over Colenso. Not unless they were retarded.
It tastes repulsive. But my kids still ate it.
It tastes like spaceman durrie lollies….
I think it’s more of a working class ‘Treehouse’ …. Everyone can appreciate as it doesn’t cost a fortune to experience and it’ll have the nag factor next time you’re in the supermarket with the kids. I just wonder if these parents will get the link….
Good new year blog banter btw
9.04 Maybe the old Aim. But the new Aim, no way. Its just a name plate on a door. We used to be so much more. And ‘they’ wonder why we are all bailing.
The credits list has left a lot of the Aim Proximity people who worked on this off. Or did they ask not to be associated with this job?
Hey 9.29. Have you checked out the Hot/Cold digital agency ratings?
Doesn’t matter how many awards are entered (and therefore won), it’s still putting lipstick on a pig.
8.33 agreed aim treat their staff like shite, some of the best talet all leav’n because of poor management and bad hr
HR? We have that in this industry?
It’s a lame idea and the guy who starred in it is a dick, he looks like someone who would work at Colenso…so go figure.
Lovely post 1.17. apart from the lame idea part I agree with you.
Why do you think yellow.co.nz is shit – cos they want/need people to rely on books cos that’s where their revenue comes from. Without the book, there is no Yellow
What a hugh wankfest this is, A whole lot of talentless creatives slapping themselves on the back for getting awards from other talentless creatives for spending money from a company who already have losses of $338 million
kind of Ironic and sad when you think about it Yellow pages LOLLollolLol stink website no one uses god you people are just a bunch of morons why dont you spend the money sponsoring children in 3rd world countries or parhaps a cancer charity.Pack of self absorbed dick heads i dont know how you sleep at night