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Makeover
for brand stalwart Chappies
Did you know? South African bubblegum icon Chappies has had
its first makeover in 50 years in preparation for a major consumer
relaunch in 2008. The Cadbury South Africa brand, which was
created specifically for the SA market in the late 1940s, has
been updated to boost its appeal to the current generation of
the country's children.
The modernisation includes a new logo, new packaging and a face-lifted
Chipmunk and two new flavours, Strawberry and Musk. Wicks have
also been rebranded under the Chappies name, bringing the bubblegum
range under one banner. The Chappies Rolls now also features
grooves to allow for easy breaking and sharing.
Finally, no Chappies' modernisation would be complete without
a string of “Did you Know” questions. To coincide
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with
the relaunch, hundreds of new adventure-themed “Did you
Knows” will be printed, according to brand tradition,
on the inside of the Chappies' wrapper.
All of this activity builds on the success the brand has been
enjoying. Sales grew by over 20% in 2007, was driven by the
introduction last year of two new flavours (Peppermint and Cool
Cherry) and a new 200 piece bag. “Cool Cherry has done
particularly well and has quickly established itself as one
of the top three Chappies flavours,” comments Cadbury
group marketing director Geoff Whyte.
Trade and consumer
The relaunch will be strongly supported from both a trade and
consumer perspective. The communications programme includes
a major new television and print campaign, in-store promotional
activity, a nationwide school competition, and sampling drive.
The brand has also invested in permanent point-of-sale material
for Chappies, as well as branded tablecloths and jars from informal
traders.
In addition, the brand will conduct a trader promotion in all
wholesale stores, with the opportunity to win one of four adventure
holidays each worth R50 000.
The new advertising campaign centres on escapism: the hero of
each commercial is magically transported by Chappies to dangerous,
exotic destinations where, with the help of the brand, they
save the day - very much in keeping with today's superhero and
Indiana Jones zeitgeist.
“What Chappies stands for remains consistent but what
kids are interested in and relate to has changed dramatically
over time. The relaunch is about making Chappies as fun and
exciting for the kids today as it was for their parents and
grandparents” concludes Whyte.
In other Cadbury South Africa news, Cadbury Choclairs has been
rebranded Cadbury Eclairs - a name change that also brings continuity
across the range since the introduction of Cadbury PS Eclairs
in 2006. In addition, the packaging has been improved and both
variants are now available in a 60 unit bag, making the range
more affordable for traders.
So, too, is the Endearmints brand also being relaunched, with
a campaign including a new TV ad, trade and restaurant activations,
and salon and taxi promotions. |
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