Nestle’s Wonka candy brand will be a presenting sponsor of The Bamboozle, a 22-market music festival featuring No Doubt, Fall Out Boy, and other pop-punk bands. The five-year festival is produced by Live Nation, the company that secured the Wonka sponsorship.
Wonka decided to participate in the branded entertainment venture to position itself in the market. The festival will link artists and fans and Wonka will be an integral part of the presentation.
The candy brand will provide backstage interviews and fan experiences that will be featured on the company Website and its new SKUs by sampling candy site. On the site, browsers will be able to use interactive technology to manipulate photos found in the website.
During the festival, fans will be able to sample Wonka Kazooles, licorice ropes with candy filling touted by the company as “delickoricious chewy candy to feed the imagination.” The other flavors (Cherry Punch and Pink Lemonade) will be launched in June.
Wonka is even throwing in a raffle. A few concertgoers will be able to get golden tickets, which will allow them to gain access to special seats, free tickets, and an elite Gold Card that entitles them to a six-month candy supply.