This Easter, you have the chance to take part in the ultimate chocolate experience with the launch of Mt. Rocky – the world’s first chocolate based climbing wall flowing with 4 tonnes of chocolate – which has just been unveiled at Alton Towers Resort.
We created the campaign for Rocky Chocolate biscuits to encourage families to be more adventurous together. Mt. Rocky will give people the chance to tackle a chocolate scented boulder wall and scramble through a biscuit crumb grotto, before attempting to reach the summit of the 10m tall chocolate cliff face, with its cascading chocolate waterfall flowing at a rate of 70,000 litres per hour. Those too timid to tackle the heights of Mt. Rocky can still get involved from the viewing area, which will feature scratch-n-sniff chocolate scented seating. The installation will be the largest scratch-n-sniff structure in the world with all the paint used on it impregnated with micro-encapsulated aroma molecules. Visitors will be able to smell it a half a mile away.
We worked with architectural foodsmiths, Bompas & Parr, on the Mt. Rocky installation that combines food science, complex engineering and innovative techniques and technology with plenty of chocolate. To build Mt. Rocky, Bompas & Parr has worked with food technologists, engineers, a rollercoaster designer, sound artists, fashion designers and a team of the UK’s top climbing instructors.