3. Timeline
1990s
Nestle Magic Ball Invented
Nestlé’s Magic Ball launched with their product slogan, “What’s
in the Wonder Ball?” Wrapped in foil and packaged with a collectible
sticker, the Magic Ball contained small figurines from Disney and
Pokémon. With a spherical shaped shell of milk chocolate, the
product contained 80 calories per ball, of which 54 came from fat.
Nestlé decided to re-launch the selling of Magic Balls. However, due to
the concerns previously presented, the company changed the concept of
the ball to something less hazardous. They re-released the Magic Ball as
Wonder Balls and instead of small toys, the inside was replaced with candy
2004
Brand discontinued
1997
Toy posed as choking hazard
2004
Brand sold to Frankford Candy
& Chocolate Company
Present 2016
In strong demand!
2000
Re-released with candy vs toys
Renamed Wonderball
The product was taken off the shelves in response to
parents claiming the toys inside the chocolate shell
presented choking hazards. Although Nestlé insisted
the toys were safe, they decided to withdraw the product.
The new and improved concept of the Wonder Ball only
lasted four years with Nestlé, until they decided to sell to
The Frankford and Chocolate Company. However,
Frankford later discontinued the product.
4. Market Sector
Competition
Kinder Eggs
Nestle Magic Ball Invented
Pop Rocks
Brand discontinued
Nerds Candy
Brand discontinued
Baby Bottle Pop
Re-released with candy vs toys
Renamed Wonderball
5. New
Target Market
New Demographic
Ages 11-15
Generation Z
Extremely technology savvy, prefers images
over text communication. Highly attuned to
pop culture, heavy users of social media:
Instagram, Snapchat, Tumblr, Whisper, Secret.
Previous Demographic
Ages 5-10
Young Children
No direct buying power, dependent
on parents to purchase
Areas of Interest
Videogames, music, mobile gaming,
Pixar/Dreamworks animation, collectibles,
emojis, social media.
No Specific Income Bracket
6. Integrated
Campaign Strategy
1
3
4
2
Snapchat ads, creating a snapchat
thumbnail dedicated to the buzz of the
wonderball Comeback, ie. snapchat users
creating a snap and answering,
“do you miss the wonder ball?”
Sponsored posts on Instagram
using pop culture icons. Creating a buzz by
posting new brand designs on social media
(Instagram), new brand design floating around
could possibly be the start of the product
re-launching get people excited.
#itsback. #wbcomeback, #whatsinside
In order to bring Wonderball into the forefront
of awareness,Popular culture icons will play a
pivotal role in bringing attention to
the comeback of Wonderball.
With the use of animation movies and popular
culture mainstream popular icons such as
Marvel characters, or video game references.
Gender Neutrality
Icon endorsements
7. New
Product Redesign
New Design
The new design will feature a
cut-out within the chocolate itself
so that children will see there is a
toy inside before proceeding to eat it.
Previous design
Problem: Parents were complaining
the toy inside of Wonderball posed a
choking hazard because children were
eating the ball as a whole.
8. Pop culture
Engineering
Our popculture engineering will be
based on three main platforms that
are widely accessed by our key
demographic of young generation Z.
Social Media
Through social media, we will be focusing on
creating trendingtopics through the
use of snapchat stories, instagram hashtags.
Commercial Ads
By creating a commercial introducing the comeback
of the Wonder Ball, we will incorporate the world of
pop culture by bringing in the world of social media.
The commercial will be staged modern day, with
celebrities tweeting the hashtag, “itsback”.
People are heavily interested in what celebrities
have to say. People are going to wonder,
“What’s back?!” The Wonder Ball is back.
Celebrity Sponsorships
Celebrity endorsement deals will play an
essential role in the popculture engineering of
wonderball. By picking specific celebritys
who have already established a strong
following, Wonderball will be able to
attract attention and a brand image.
Social Media, Commercial Ads,
Celebrity Sponsorships
9. Instagram
Campaign
Our Instagram campaign will
consist of targeting key tastemakers
in the social media sphere with
direct influence on our target
demographic of generation Z.
Examples may include, celebrities,
youtube personalities and more.
In addition, we will be creating our own
hashtag topics that will be incorporated
in all our instagram content. The goal is
to get people talking about Wonderball’s
comeback.
10. Snapchat
Campaign
Our Snapchat campaign will
consist of taking advantage of
“story” arena in Snapchat by
creating our own “story” and letting
celebrities and customers react to the
news that the Wonderball is back.
To generate more buzz, we will also be
creating ads and enlisting the help of
top social media figures to post their
own reaction to the new wonderball,
videotaping their reaction to recieving the
ball.
