Wonka Gets Bamboozled

NEW YORK Nestle’s Wonka candy brand will be the presenting sponsor of The Bamboozle, a music festival and 22-market tour featuring No Doubt, Fall Out Boy and other pop-punk groups. Live Nation is producing Bamboozle, which is in its fifth year, and secured the sponsorship deal.

Wonka probably evokes the term “experiential” like no other candy brand thanks to the Ronald Dahl book Charlie & the Chocolate Factory and the 1971 film (Willy Wonka & the Chocolate Factory) that inspired it. It linked to a music event because it is positioned as the festival that connects artists to fans. Wonka will help ensure that by presenting backstage interviews and fan experiences via its Web site and its new SKUs by sampling candy on site.

Once inside the gates, Bamboozlers will be among the first to sample Wonka Kazoozles, two licorice ropes with candy filling that the brand bills as a “delickoricious chewy candy to feed the imagination,” per the company. The Cherry Punch and Pink Lemonade Kazoozles won’t launch nationally until June.

On site, a Wonkavision “imagination station” featuring interactive technology allows concertgoers to take and manipulate photos that will be found at Wonka.com.

A few lucky Bamboozlers will get a golden ticket of sorts and become Wonka VIPs who reap rewards such as special seating, free day-two tickets and an elite Gold Card entitling them to a six-month candy supply.