The New Zealand Yellow Pages Crowdsources Candy Bar Flavor
Katherinev123 — December 11, 2009 — Marketing
References: yellowchocolate.co.nz & springwise
Have you ever wondered what a specific color would taste like? Well, the New Zealand Yellow Pages has made it their mission to find the flavor of yellow. In an interactive marketing campaign, the company has enlisted 28-year-old surfer and aspiring actor, Josh Winger, to create and market a chocolate bar that tastes like the color yellow.
To execute his task, Winger can only use the companies listed in the New Zealand Yellow Pages. After crowdsourcing flavor suggestions from food shops around New Zealand, he came up with four competing flavors: pineapple custard, banana French toast, kowhai honey and lemon tart. The winning ‘yellow’-flavored chocolate (after 45,000 samples were handed out) was pineapple custard, however, Josh will determine the final flavour that goes into production.
To execute his task, Winger can only use the companies listed in the New Zealand Yellow Pages. After crowdsourcing flavor suggestions from food shops around New Zealand, he came up with four competing flavors: pineapple custard, banana French toast, kowhai honey and lemon tart. The winning ‘yellow’-flavored chocolate (after 45,000 samples were handed out) was pineapple custard, however, Josh will determine the final flavour that goes into production.
Trend Themes
1. Color-flavored Foods - The trend of creating foods inspired by colors provides an opportunity for companies to stand out with unique and novel flavors.
2. Crowdsourced Flavor Innovation - Companies can leverage crowdsourcing to generate unique flavor ideas for their products, resulting in increased customer engagement and loyalty.
3. Interactive Marketing Campaigns - Introducing interactive marketing campaigns, like crowdsourcing flavor ideas, can create buzz and engagement with a brand, resulting in increased sales and brand awareness.
Industry Implications
1. Food and Beverage - The food and beverage industry can capitalize on the trend of color-inspired foods by developing innovative products that appeal to customers looking for unique flavor experiences.
2. Advertising and Marketing - The advertising and marketing industry can help brands develop interactive campaigns that engage with customers and create buzz around their products.
3. Retail - Retailers can leverage the trend of color-inspired foods by introducing unique and novel products to their customers, resulting in increased sales and customer loyalty.
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