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The New Zealand Yellow Pages Crowdsources Candy Bar Flavor

By: Katherine Vong - Published: Dec 11, 2009 • References: yellowchocolate.co.nz and springwise
Have you ever wondered what a specific color would taste like? Well, the New Zealand Yellow Pages has made it their mission to find the flavor of yellow. In an interactive marketing campaign, the company has enlisted 28-year-old surfer and aspiring actor, Josh Winger, to create and market a chocolate bar that tastes like the color yellow.

To execute his task, Winger can only use the companies listed in the New Zealand Yellow Pages. After crowdsourcing flavor suggestions from food shops around New Zealand, he came up with four competing flavors: pineapple custard, banana French toast, kowhai honey and lemon tart. The winning ‘yellow’-flavored chocolate (after 45,000 samples were handed out) was pineapple custard, however, Josh will determine the final flavour that goes into production.