Nestle Rowntree is launching a purple chocolate bar with a pounds 1 million campaign from Roose & Partners. The bar, called Wonkalate, aims to appeal to children through its vivid colouring and sweet raspberry taste, as well as through its association with the Roald Dahl character Willy Wonka.
The 30-second launch ad, which breaks in late January, uses Toy Story-style computer animation to show Wonka on a tour of his factory. While showing off his confectionery production line, he enthuses about his new invention, shouting: 'It's not chocolate, it's Wonkalate.' The ad closes with Wonka excitedly quoting the endline: 'What will they think of next?'
The product is the second to be launched by Nestle under the Wonka label.
Roose also handled the ad campaign for the original Wonka Xploder last year.
Sue Golden, Nestle Rowntree's brand manager, said: 'We're excited about the new ad, which captures the fun of Wonkalate and will continue to build on the success of Wonka Xploder.'
The ad was written by Nick Fordham and art directed by Danny Lloyd. The director of animation was Paul Smith at Passion Pictures, which produced the spot through Guy Thompson. Media planning is by Roose & Partners with media buying by MindShare.