On Oct 21st, when Primus and the Chocolate Factory was released, one could win Primus tickets for life by finding one of five special gold vinyl records. The album is made on chocolate-colored vinyl and of course five golden vinyl “tickets” will be inserted at random. This album is a tribute to the 1971 musical, Willy Wonka and the Chocolate Factory. This will be Primus’ first album release since 1995 and their eighth overall.
Going along with the Charlie and the Chocolate Factory theme, Primus is selling exclusive chocolate bars. All three flavors are named after their songs, “Mr. Krinkle Bars”, “Professor Nutbutter Bars”, and “Bastard Bars.” Les Claypool the lead singer and bassist said, “The tour and the album are solely a marketing tool just so we can sell candy bars. That’s the whole impetus of the entire project. Because the fucking record industry rolled over and let this Internet shit all over us. So we had to come up with another income stream, so we’re making chocolate bars, because you can’t digitize a chocolate bar, yet.” Primus is well aware of the hardships of the music business and came up with an awesome marketing plan.
The marketing ideas do not stop there. Les Claypool said they are talking about doing a stage production for children. The matinee would focus on Willy Wonka. This is a great way to market Primus to a new market, young and old. Claypool also said, “We need to make sure that kids in the future watch the original Willy Wonka and not the horrendous, horrible remake that came along and left the taste of feces in our mouths.” It’s sad that a legendary band like, Primus has to sell chocolate bars and golden tickets for a lifetime of concerts. However, Primus came up with the ultimate marketing scheme and a second stream of income. I’m not even a Primus fan and I bought into the idea.
Some speculate that Starbucks Corporation was inspired by Primus’ Willy Wonka themed campaign. Starbucks started their own campaign along with their own “golden ticket.” Starbucks ultimate giveaway is Starbucks for life and other instant surprises. This is a great marketing plan to get people into Starbucks stores and website.