Chocolate seems to be advertising's favorite new medium, as we've seen in recent efforts like this, this and this. Mother introduces the latest tasty campaign to the bunch with Mt. Rocky, a fantastical chocolate-infused experience for Fox's Biscuits brand Rocky Chocolate. The agency teamed with food artists Bompas & Parr, known for their fabulous jelly spectacles, to create Mt. Rocky, the first chocolate-scented climbing wall, which debuted today at the U.K.'s Alton Towers Resort.
The challenges invites visitors to ascend a chocolate scented boulder, crawl through a biscuit crumb grotto and finally, climb up a 10-meter tall chocolate cliff featuring a waterfall of chocolate that flows at 70,000 liters per hour. The entire installation will be covered with paint that is filled with micro-encapsulated chocolate aroma molecules--so passersby will be able to smell it from half a mile away.
The installation is open daily from 10 a.m. to 6.p.m through Sunday, April 15th. See more images of the installation to the right, and more info at facebook.com/liverocky.