The Oompa Loompas have spoken. Nestle's Wonka brand has named the Smith Brothers Agency (SBA) as its Digital Agency of Record for Wonka Ice Cream. The agency will oversee strategy, creative execution and management across the spectrum of digital and social media.
The other brands in the Wonka portfolio, such as candy and chocolate, are expected to remain under WPP's OgilvyOne, which has handled the account since 2010.
In recent years, Nestle has increasingly prioritized the growth of its Wonka brand — it has re-launched the entire portfolio with new packaging, Web site, and advertising. This year the Wonka brand expanded beyond the candy aisle into the all-family ice cream snack category. SBA will lead digital efforts to drive awareness of this brand extension.
SBA's previous frozen dessert experience helped to land this account. "We selected Smith Brothers Agency based upon their strategic and creative capabilities, as well as their proven track record in leading digital efforts on our Drumstick brand for the past five years," says Lisa Williams, marketing manager for the client’s All Family Snacks unit. "SBA combines a strong understanding of our category with a unique ability to create compelling digital content and experiences.”
The first campaign is expected to debut next year.