I like my chocolate dark, but I may change my tune once I try yellow chocolate.

The new hue is inspired by New Zealand telephone directory publisher Yellow’s latest advertising campaign, which challenges aspiring actor Josh Wagner to create a chocolate bar that tastes like the color yellow. The only rule is that his entire enterprise—from ingredient suppliers to marketing companies to hotels used during travel—must be sourced from the Yellow Pages.

Wagner has chosen Hamilton, New Zealand-based Donovans Chocolates to create the samples and share its chocolate-making expertise. So far, Donovans has made flavors like Tangy Lemon, Pineapple Custard, French Toast and Kowhai Honey. Wagner has taken the samples on the road in a camper van, handing out 45,000 tastes to lucky passersby. You can follow his road trip, see what people are saying and sign up to be the first to sample the official Taste of Yellow chocolate bar at www.yellowchocolate.co.nz.

While Josh ultimately will choose the winning chocolate flavor, he’s having a ball getting feedback from tons of fellow Kiwis. Check back later this month to find out what flavor won.—Denise Shoukas