In addition to Feeding Imaginations, in 2011 Wonka wanted to actually empower teens to use and demonstrate their imaginations. From this strategy, combined with the task of connecting their sub-brands to Wonka and to one another, we developed a concept that turned packs of Wonka candy into actual instruments of imagination: the Wonka WRapper. We imbued each Wonka wrapper with a unique set of music loops—loops users could unlock and mix in the first online beat maker to use augmented reality and packs of candy. The more Wonka candy you had, the more imaginative your sweet beats

In only the first two months of Wonka WRapper going live, there were over 142,000 visits to the app with over 1,800 hours spent in the application. In that same time, nearly 3,000 beats were recorded using the application and over 15,000 views of user generated videos. A YouTube video promoting the application starring Nick Cannon garnered over 655,000 views in that same 8 weeks. And now there are over 4.7 million fans who know exactly what comes out of the Wonka factory, and the imagination that goes into every wrapper.