If a particular color had a
taste, what would it be? This was what the New
Zealand Yellow Pages set out to do: to give color,
specifically yellow, flavor. In a marketing campaign
which was interactive, the company had engaged the
services of Josh Winger, a 28 yr. old wannabe actor
and surfer. They hired him to produce and market a
bar of chocolate that should taste like what the
color yellow would. To accomplish his job, Winger
was allowed to use only the companies in the New
Zealand Yellow Pages listings.
After gathering suggestions of flavor from food shops all
over New Zealand, he was able to come up with 4 contending
flavors. These were pineapple custard, kowhai honey, banana
French toast, and lemon tart.
After over forty thousand samples were sent out for crowd
sampling, the one that finally ended up as the ‘yellow’
flavor for the chocolate was pineapple custard. However, it
is still up to Josh to determine which will be the final
flavor that will go into production.
This new chocolate bar that is
being formulated for the telephone directory
publisher Yellow is the current advertising campaign
which is about to afford a business for Hamilton
which will gain nationwide acknowledgment.
The formulated of the chocolate bar that tastes like
"yellow" is the most current publicity feat from the
company, subsequent to its previous year’s campaign
of a yellow tree house restaurant.
The New Zealand Yellow Pages has asked Josh Winger
to develop the “yellow” tasting chocolate bar and
Donovan, the Hamilton chocolate making company is
producing the samples. Each and every aspect of the
process, from locating space for the office to the
circulation of the final result, is obtained from
the directories of the Yellow Pages.
Just recently, Mr Winger went out on a road trip
from the city of Auckland to Invercargill, bringing
with him forty five thousand of four especially
formulated "yellow" flavors from Donovan's
By the middle of January upon Mr. Winger’s own
choosing of a flavor from Donovan for the Yellow
chocolate bar, over half a million chocolate bars
will be produced and be available for the market.
Even though the reaction of the public will be a
major factor in deciding the flavor, Sarah Geel, PR
spokesperson for Yellow said that at the end of the
day, it is still Josh's mission and that it is up
for him to decide.
Those who wish to sample the flavors are invited to
approach the campervan and ask for samples. Mark
Donovan, chief executive for Donovan's Chocolates,
said that his company created the run of especially
pineapple custard, tangy lemon, kowhai honey, and french
toast. If the chocolates fro Donovan's were chosen as
the final item for consumption, the company would achieve a
large amount of exposure nationally. According to Mr.
Donovan, if Winger chooses Donovan’s, production of the
final products will start in January. The chance to increase
the profile of the company in New Zealand comes at a period
in time when it is undergoing huge growth of export.