It has become part of the American culture. The Gene Wilder version of Willy Wonka tumbling into our living room as he shows up to give the winners of the golden ticket a tour of his legendary chocolate factory. The contest was simply to purchase a chocolate bar and see if there was a golden ticket inside. Easy. Winner of each ticket gets in, but then only the purest, most well behaved of the children invited to the tour lasts until the end without being ejected in some way for poor behavior. At the end, Charlie learns that it has all been a test and he will inherit the chocolate factory. Very much a “rags to riches” sort of theme that resonates with most Americans.

While that story can give a warm, fuzzy feeling that’s only if you don’t look too closely.

I bring this up because there was a news story (here) about somebody (claiming to be the founder of the Jelly Belly candy company) declaring that he has hidden golden tickets in various places around the US and the ultimate winner will get a candy factory. Not joking – that’s his contest.

There are issues with this.

First and one might think, most importantly, the Jelly Belly company has been forced to come out and explain that this person is not, in fact affiliated with their company and has not been since around 1980 (four decades ago). So this person running this contest is essentially using the name of a famous candy to drum up business for his contest. It’s misdirection and marketing BS right from the start. A flourish to get attention without the substance it claims.

The contest itself is less than clear on the main page. It’s not actually for kids the way the story was. You’re required to be 18 or older to participate. You’ve got to pay a $50 entry fee up front. There’s a series of steps after the entry fee that lead to a treasure hunt that might mean you can be one of the finalists…

but that’s only if enough people sign up. IF they don’t sell enough tickets they bag the whole thing. Yes, it’s in the terms and conditions part.

You’re required to be able to connect to the internet and have a valid e-mail address. It seems like a little thing these days, but to some it’s really not. We’ve seen the disparity between those that have solid internet and those that don’t pretty clearly since the start of the pandemic.

So is there a factory? Sure. The building, the machines and the land with no guarantee of actual value. It does NOT include things like the customer list, the ingredients, the recipe or formulations for the actual candy. You know, little stuff. It doesn’t cover the taxes either. It sounds like an extremely one sided business deal that’s going to unload some weak or undervalued property on somebody else.

This contest is a symbol of what I think is at the core of issues in America today. It’s run by somebody that wants things to be “like they used to be” without any concept of just how out of whack that all sounds today. It shows a distinct lack of clarity about all the criticism that was brought against the original story. This is a shadow of a contest that was designed to keep the money and power in certain hands and not others. There are small barriers that a lot of people “in the right group” wouldn’t even notice. There’s this thought that a magic ticket will solve your problem in some way. That’s not how problems get solved. Problems get solved with work, ingenuity and consistency.

Don’t go looking for the easy way out. This has the look of a trap to me. Another ‘get rich quick’ kind of scenario that really won’t end well.

I’ll be interested to see if any candy comes from this.