In February 2010 we launched the fastest selling chocolate bar in New Zealand. But we weren’t selling chocolate. Five months earlier we had given an average New Zealander, Josh, a task: to create a chocolate bar that tasted of yellow. He could only use businesses from the Yellow Pages to help. He needed to sort out the flavour, packaging, manufacturing, distribution and marketing, and then launch it. He succeeded. It outsold favourite brands like Snickers two to one. People queued to pay $2 for our piece of Yellow Pages direct marketing. And it became the most talked about campaign in New Zealand.
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