Challenger beverage Candy Can’s latest LTO is based on a beloved and colourful Roald Dahl character, and it’s taking the in-store messaging to major convenience and grocery stores.

The vegan Dutch brand — which is also keto-friendly, gluten/BPA and caffeine-free — is working with Warner Bros. Discovery Global Consumer Products (WBDGCP) to launch limited-edition caramel fudge and toffee apple flavours, timed to coincide with the release of the film, Wonka.

Based on the eponymous character at the centre of the famous Dahl book, Charlie and the Chocolate Factory, the drinks are being released across North America on Dec. 15, with the caramel fudge flavour exclusive to Circle K and Couche-Tard, Sobeys National and Maxi Quebec, and Toffee Apple exclusive to Costco East.

According to Candy Can founder Sander de Jonge, the brand is aligning itself to the Wonka story, and is aiming to bring consumers on “a trip down memory lane” with the new flavours it’s offering.

The brand launched this summer in a bid to shake up Canada’s no-sugar soft drink market, with a colourful retail program and pastel point-of-sale stands drawing attention to the beverage being “fun and unique” and having “zero sugar.”

As de Jonge explained to strategy, Candy Can is an inherently fun brand, and that its differentiator in addition to being zero sugar, is really bold packaging and vibrant colours, designed to be eye-catching and evoking the past.

For the Candy Can Wonka LTO, Circle K will have floor displays with its couponing program, while on the Circle K/Couche Tard app, loyalty customers will be able to activate a coupon to get a Candy Can product for one dollar nationwide.

Part of Candy Can’s broader strategy includes social, with a Wonka product launch campaign that is a combination of owned social media and influencer marketing. Associated giveaways, the brand says, consist of exclusive LTO merch inspired by Wonka and product valued at up to $7000.00. Influencers across Canada are also receiving sample drops of the cans.

Marketing is by Amsterdam-based agencies, BearField and Dawning Digital, in partnership with distributor Unique Foods who arranged the marketing with Circle K/Couche Tard.

NKPR is providing communications support.