Under the Influence with Terry O'Reilly
Episode: The Willy Wonka Secret: Candy Bar Advertising
Release Date: July 5, 2025
Host: Terry O’Reilly
Network: Apostrophe Podcast Network

Introduction

In the episode titled The Willy Wonka Secret: Candy Bar Advertising, host Terry O'Reilly delves into the intricate and often surprising world of candy bar marketing. Exploring the historical intersections between pop culture, advertising strategies, and human psychology, Terry unpacks how iconic candy bars like Snickers, Sweet Marie, Krispy Krunch, and Cadbury have leveraged creative advertising to secure their positions in a fiercely competitive market.

The Origins of Willy Wonka and Quaker Oats' Involvement

Terry begins by tracing the origins of the beloved character Willy Wonka, highlighting an unexpected connection with the Quaker Oats Company.

Terry O'Reilly [05:15]: "When writer Roald Dahl was a young schoolboy in England, he lived near a Cadbury chocolate factory. This proximity inspired his eventual creation of Charlie and the Chocolate Factory, which later transformed into the movie Willy Wonka and the Chocolate Factory."

The transformation of the book’s title and the subsequent involvement of Quaker Oats stemmed from a strategic marketing move. Producer David Wolper, recognizing Quaker Oats' interest in entering the candy market, persuaded the company to fund the film. In return, Quaker Oats sought exclusive rights to launch Willy Wonka-branded candies alongside the movie’s release. This collaboration led to the creation of Willy Wonka candy bars, although the partnership ultimately faltered due to product issues and the film's initial box office performance.

Terry O'Reilly [09:45]: "Quaker Oats couldn’t get the recipe right for its Willy Wonka candy. It kept melting even in cool temperatures, forcing them to pull the product from shelves and rendering their promotional investment ineffective."

The Candy Bar Advertising Landscape

Terry underscores the significance of candy bars in the advertising realm, noting the substantial investment and creativity these brands command.

Terry O'Reilly [12:10]: "Candy bars are almost a century old and represent one of the most creative advertising categories. From gorillas to violins to sex, candy bar commercials employ a myriad of surprising themes to capture consumer attention."

He presents compelling statistics to illustrate the industry's scale:

• Canadian Households: Spend nearly $90 annually on candy bars.
• Global Chocolate Industry: Valued at approximately US$127.9 billion, projected to grow to $265 billion by 2028.
• Consumption Habits: The average American consumes three bars per week, while the Swiss lead with an average of 25 pounds per person annually.

These figures explain the relentless pursuit of marketing innovation within the candy bar sector.

Snickers: "You're Not You When You're Hungry"

One of the standout case studies discussed is Snickers' transformative advertising campaign.

Terry O'Reilly [15:30]: "Snickers was losing market share in 2009, sitting at seventh place globally. The solution? A bold campaign centered around the universal human experience of being 'hangry.'"

The "You're Not You When You're Hungry" campaign was born from the ambition to reclaim the top spot in the market. By leveraging a relatable insight—hunger affects behavior—the campaign resonated globally.

Notable Quote:

Snickers Worldwide Marketing Director [19:50]: "It was an interesting insight. You're cranky when you're hungry. You're not you when you're hungry. Snickers satisfies."

The campaign's success was rapid:

• Debut: 2010 Super Bowl, receiving acclaim as the best Super Bowl commercial of the past 25 years.
• Impact: Within three months, Snickers ascended to the number one spot in North America, with sales increasing by 15%.
• Global Rollout: Adapted in 80 countries with culturally tailored executions, such as genre-swapped radio stations and local celebrity endorsements.

Sweet Marie and Krispy Krunch: Targeting Youth with Creativity

Terry shifts focus to Canadian candy bars Sweet Marie and Krispy Krunch, illustrating how targeted advertising can revitalize brand performance.

Sweet Marie: Embracing Sexiness

Sweet Marie faced declining sales due to being perceived as uncool among teenagers. The advertising strategy pivoted to infuse sexiness into the brand image.

Terry O'Reilly [22:15]: "Our ad agency created a commercial featuring a striking blonde girl in a school uniform with a rebellious attitude, encapsulating the brand's new, sexy identity."

Outcome:

• Sales Increase: A remarkable 64% jump in sales.
• Cultural Impact: The ad resonated deeply with the target demographic, transforming Sweet Marie's market presence.

Krispy Krunch: From Number Two to Number One

Krispy Krunch, traditionally popular among teenage boys, was struggling to maintain its market position. A strategic pivot targeted young adults in their late twenties.

Terry O'Reilly [25:40]: "Inspired by a relatable interaction from the movie Diner, the campaign depicted a playful scenario where a couple vies for the same Krispy Krunch bar, highlighting its irresistible appeal."

Notable Quote:

Martin Schuchuk, Creative Director [27:10]: "The chemistry between the couple in the ad struck a chord, leading to an avalanche of viewer engagement despite initial regulatory pushback."

The campaign led to Krispy Krunch becoming Canada's number one candy bar within six months, maintaining that position for eight years.

Cadbury's Gorilla: A Symbol of Joyful Advertising

Perhaps the most iconic story in this episode is the creation and impact of Cadbury's Gorilla commercial.

Terry O'Reilly [30:05]: "Cadbury's marketing director, Phil Rumble, dared to defy conventional advertising norms with a 90-second commercial featuring a gorilla passionately drumming to Phil Collins' 'In the Air Tonight.'"

Challenges and Breakthrough:

• Initial Reaction: Executives were skeptical, questioning the absence of direct product messaging.
• Persistence: Rumble's commitment led to test screenings that validated the ad's emotional resonance.
• Launch: Debuted during the finale of the popular reality show Big Brother on August 31, 2007.

Impact:

• Viral Success: Became the most-watched advertisement on YouTube at the time with 6 million views.
• Awards: Garnered top honors at the Cannes Advertising Festival.
• Sales Boost: Stopped sales decline, resulting in a 10% revenue increase and a 20% jump in brand awareness.
• Long-term Legacy: Decade later, it was voted the best commercial of the last 60 years by the British public.

Terry O'Reilly [34:20]: "The gorilla ad exemplified the power of emotional connection in advertising, making joy synonymous with Cadbury despite the lack of direct product display."

Conclusion: The Essence of Successful Candy Bar Advertising

Terry encapsulates the key elements that make candy bar advertising successful:

1. Creative Selling Idea: An innovative and relatable concept that captures attention.
2. Taste Appeal: Highlighting the product's sensory attributes.
3. Emotional Connection: Building a bond between the consumer and the brand.

Terry O'Reilly [38:50]: "Whether it's Snickers' take on hunger, Sweet Marie's embrace of sexiness, Krispy Krunch's playful allure, or Cadbury's embodiment of joy, these campaigns demonstrate that effective candy bar advertising must intertwine creativity with emotional resonance."

Key Takeaways

• Strategic Partnerships: Aligning product launches with cultural moments can amplify brand visibility.
• Understanding the Audience: Tailoring campaigns to specific demographics ensures relevance and engagement.
• Emotional Storytelling: Brands that evoke emotions can create lasting impressions, driving loyalty and sales.
• Persistence in Innovation: Taking bold risks, even against initial skepticism, can yield extraordinary results.

Notable Quotes

• Terry O'Reilly [05:15]: "Roald Dahl’s proximity to a Cadbury factory as a child directly inspired one of the most beloved children’s books, intertwining literature and branding from the ground up."

• Snickers Marketing Director [19:50]: "You're not you when you're hungry. Snickers satisfies."

• Martin Schuchuk, Creative Director [27:10]: "The chemistry between the couple in the ad struck a chord, leading to an avalanche of viewer engagement despite initial regulatory pushback."

• Terry O'Reilly [34:20]: "The gorilla ad exemplified the power of emotional connection in advertising, making joy synonymous with Cadbury despite the lack of direct product display."

Final Thoughts

In The Willy Wonka Secret: Candy Bar Advertising, Terry O'Reilly masterfully illustrates how candy bars are not just confectionery treats but powerful brands shaped by innovative advertising. By dissecting landmark campaigns, Terry reveals the strategic genius behind turning simple products into cultural phenomena. This episode serves as an insightful guide for marketers and enthusiasts alike, demonstrating that with the right blend of creativity, emotional resonance, and strategic execution, even the most sugary of products can leave a lasting impact on the world.

This episode was produced by Debbie O'Reilly, with sound engineering by Jeff Devine and research by Abby Forsyth. Under the Influence continues to offer deep dives into the advertising industry's most fascinating stories.