What is the taste of Yellow?

Yellow (a traditional un-inspiring directory brand) asked Josh (an everyday New Zealander) to make a chocolate bar tasting of yellow, without funds and nothing but YELLOW DIRECTORIES for manufacturing, logistical assistance and the like. A bizarre and challenging task and an intriguing strategy to help build awareness and re-position the brand as innovative & forward-thinking, while re-enforcing that Yellow will get the “Job Done”, anywhere, anytime.

Using Josh we created a social profile that NZers could engage with via a standard social toolbox (Facebook, Twitter, blog) then amplified this dialogue feeding LIVE tweets to a broadcast audience through online & outdoor (a NZ first).

Josh was successful in his mission – a chocolate bar was produced – our next challenge, helping him sell it!

Despite the lack of chocolate credentials and the added challenge in entering the market at a time when chocolate giants were ensconced in the ultimate marketing battle (with incessant price promotion!), in just four days Yellow sold 70,000 bars, and within two weeks 100,000 had flown off the shelves – officially making Yellow chocolate NZ’s fastest selling chocolate bar.

Translation: 100,000 consumers paid $2 (and later on TradeMe up to $50!) for a piece of Yellow DM disguised as chocolate!

Consumer perceptions shifted and brand measures lifted and Yellow chocolate gained momentum of its own. All done solely with the help of Yellow.

New Zealand

Case Studies

Wella Pro Series

Yellow Chocolate

Telecom: Non-Stop Gig

The Pacific, TVNZ

ESPN NFL Draft

“Shag” Tree

P&G SK-II

Mars Play Challenge

Kaizers Orchestra

Movistar Broadband Slide

Awards

Our Family

Connect With Us