It's impossible to read Charlie and the Chocolate Factory without imagining oneself as Charlie Bucket, holding that magical golden ticket.

The Nestle-owned Wonka candy brand hopes to offer a similar feeling with its new promotion. Buy a candy bar in its Exceptionals line, and you may pull out a wining Golden Ticket. The prizes are pretty sweet: Ten grand prize winners get to bring three friends on a trip around the world with $12,500 in spending money.

Other prizes include airline vouchers, Ticketmaster gift cards, movie certificates and (of course) free chocolate.

It's worth noting that the Exceptionals bars are the line's priciest items; they're being marketed as "premium chocolate." However, that's money I think a lot of Roald Dahl fans might be willing to spend in exchange for a potential thrill.