WONKAnfusion: Or, Who is Buying WONKA Chocolate?

April 2, 2010 at 8:24 am 3 comments

Nestle’s new WONKA line of chocolates has me a bit mystified.

Cybele in her review of Wonka Exceptionals Domed Dark Chocolate over at candyblog.net described the new product and packaging as:

[T]he quality of the chocolate is much better. The chocolate is smoother, has a bolder flavor and of course the fact that the ingredients are better should make it easier for families to choose Wonka. I’ve compared them before to Dove and Hershey’s Bliss – but what these have going for them is that the packaging is all about imagination – the bright striped foils are going to appeal more to kids than the sedate and elegant positioning of Dove or Bliss.

I agree with her description, but it seems kind of schizo to me. On the one hand, the quality of chocolate and the pricing put the Wonka line in competition with Dove and Hershey’s Bliss, chocolates that convey adult sophistication. On the other hand, the packaging is all bright colors and psychedelic swirls, more like the packaging on “extreme” kids candies.

I was confused. Who is supposed to buy these? They seem too expensive and too big for kids to buy for themselves; is it about parents who want to buy “quality” candy for their kids? That doesn’t make sense to me either: parents who are worried about the “quality” of their children’s candies are looking for organic and natural ingredients, not “premium” lines.

And as more and more reviews of the Wonka products have been circulating on the great candy blogs, my confusion has festered. Higher prices, wackier packaging, for whom?

And then my friend over at sugarpressure.com turned me on to the WONKAnation blog. And all was revealed.

WONKAnation: it’s a bus. A tour. Bands. Parties. Free candy. The WONKA Chick. Dude, its endless summer with Nerds and Gobstoppers in the mix. It’s a Twitter feed promising “instantaneous awesomeness!” It’s The OFFICIAL WONKA talkin’ about “you and your rockin’ WONKA style!”

The new WONKA isn’t about the little kiddies at all, its about that new demographic, those 20 and 30 and 40 somethings who want to rock and roll all night and party every day: kiddults.

Just like those kiddults, WONKA is grown up chocolate with attitude:

WONKA is bringing a pinch of whimsy, a bucket of imagination and something a little unexpected to the all-too-stuffy premium chocolate category.

So take your stuffy Scharffen Berger, your boring Green & Black, your dull Dove. WONKA’s in the house. Dude.

Entry filed under: Chocolate, Current Candy News, Marketing. Tags: , , .

Chocolate Survivor CandyFreak Steve Almond is Wrong

3 Comments Add your own

  • 1. Mark D.  |  April 2, 2010 at 3:20 pm

    lol…loved this article, you pegged this new marketing perfectly! I have the 3 new bars purchased but have not reviewed them yet,partly because I’m not sure where they belong, as you point out. Pit them against other bars or let them stand alone, I have no idea.

    Reply
    • 2. CandyProfessor  |  April 2, 2010 at 7:01 pm

      I’m looking forward to hearing what you think. I’m sure they’ll all taste awesome, dude!

      Reply
  • 3. Tobacco Candy « Candy Professor  |  April 23, 2010 at 10:37 am

    […] of this product as hip and cool and fun seems aimed at 20 and 30-somethings (it reminds me of the new Wonka campaign). When we have generations of “kiddults” still acting and living like teens, I’m […]

    Reply

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Candy: A Century of Panic and Pleasure

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Candy in American Culture What is it about candy? Here you'll find the forgotten, the strange, the curious, the surprising. Our candy story, one post at a time.

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