Shelf Life: Cadbury 5Star comes to South Africa
Cheryl Hunter (shelflife at marklives.com)’s weekly pick of all things new — product, packaging, design, insight, food, décor and more!
- Mondelēz South Africa brings Cadbury 5Star to sub-Saharan Africa
- Hellmann’s mayo mobilises with Mbongiworks
- A new face for Hunter’s cider with 140 BBDO and Plank Film Productions
A new five-star bar
Mondelēz South Africa has launched a brand-new chocolate bar — Cadbury 5Star — aimed at younger millennials, recognising the ever-changing consumer palette and offering more variety within a category that has not seen much innovation in recent years, according to the confectioner.
Cari-Ann Lo, senior category brand manager of Countline at Mondelēz South Africa, told Shelf Life: “The product is an evolution of a successful product called Cadbury Boost that is available in the UK and Australia. The name 5Star comes from the legacy brand in India; however, it is a different product all together, and the first official launch of the newly developed 5Star brand proposition was in Brazil in 2015. With the launch of Cadbury 5Star, we saw to the opportunity to bring excitement back into the category and the chance to give consumers more variety.”
5Star is made of chewy caramel wrapped around a soft chocolate cream centre with crunchy biscuit bits and is packaged in an eye-catching purple, gold and orange wrapper.
Described as a cross between a Tempo and a Mars Bar by first-time tasters, the chocolate was revealed to consumers at the annual Ballito Pro Free Music Concerts in KwaZulu-Natal, sponsored by 5Star and with AKA starring as the mystery guest: “One of the main objectives of the launch was to get as many people in our target market to try this amazing product. With the number of people attending the Durban July, as well as the Ballito Pro, it was the perfect opportunity to sponsor the Ballito Pro concert and ‘hijack’ or rather occupy an existing youth event in order to communicate and sample to the right brand demographic.” Watch video.
The chocolate bar will also be promoted by an interactive marketing campaign to further drive trial and brand awareness over the next few months.
SA is the first country to launch Cadbury 5Star in sub-Saharan Africa. With it being a global brand, the decision to source from Ireland was largely based on efficiencies and factory capabilities.
5Star is available in selected stores nationwide at a recommended retail price of R8.99.
Rock your burger
Hellmann’s mayonnaise, in conjunction with brand activation agency, Mbongiworks, is entertaining South Africa with a mobile pop-up concept: a food truck offering bespoke burger experiences at events across the country over the course of a year.
The Hellmann’s #RockYourBurger Truck combines food tradition with modern-age technology. A first-of-its kind Selfie Burger Machine toasts your selfie onto the burger bun and the miniature RockYourBurger stage allows fans to give their burgers a final moment in the spotlight before being shared online with free wifi provided by the truck.
The truck has been travelling to music festivals, markets, foodie events and street fairs around SA since late May 2016, starting in Gauteng. It will be at the Coffee and Chocolate Expo at Montecasino in Fourways, Johanensburg, 15–17 July.
According to Mbongiworks founding partner, Rob Muirhead, the popup store does not belong in the world of promotions or sampling: “Properly executed, the popup store has a far broader and more important branding function. It is an entertainment platform offering a clubhouse feel for the audience that includes the brand; it’s a prolonged launch carefully crafted to bring the brand experience alive.”
Mbongiworks, originators of the popup store in SA with Vitamin Water in 2009, researches business ideas to create themed concept stores which create talkability and have a direct impact upon sales: “The limited time drives the excitement and impacts sales nationally, not only locally. The basic blueprint of a successful popup is a combination of a great location, attractive design, décor and programmes of ‘insider’ events, attracting an audience with social media clout,” says Muirhead.
“The concept keeps evolving and the current energy is in creating a ‘social media studio’, with bespoke activities giving fans of a brand the sense of being a VIP invited ‘behind the scenes’ into an exclusive brand world and onto a stage that they can share.”
Hunter’s in the city
July sees the launch of a new campaign from local cider brand, Hunter’s, which not only moves the brand away from the desert to an urban environment but introduces a new face for the cider.
Twenty-five-year-old Fezile Mhkize, discovered in a nationwide Idols-inspired search, replaces actor and television personality, Thapelo Mokoena, Hunter’s brand ambassador for nine years.
Distell’s global marketing manager for Hunter’s, Maijaliina Hansen, says: “We are selling nothing but real, natural cider. And with real, natural cider comes real, authentic people. Fez, with his disarming honesty, easy confidence, and real and genuine behavior, is as authentic, inclusive and confident as Hunter’s.”
The “Bring the Heat’”through-the-line campaign taps into a common insight of the hustle of everyday life. South Africans are starting to lose their positive outlook in the face of daily challenges; Hunter’s urges us to embrace the heat that life brings and simply take it in their stride.
In the 45-second TV commercial conceived by 140 BBDO’s team of creative directors Alexis Beckett and Liam Olding, and directed by Peter Pohorsky of Plank Film Productions, the characters take on life’s heat to the tune of “Break my Stride”, originally made famous by Matthew Wilder.
“Hunter’s sees its role as helping to give South Africans a refreshed perspective. We want them to take life’s curveballs and remain upbeat and positive.”
Cheryl Hunter (@cherylhunter) has written for the South African media, marketing and advertising industries for more than 15 years. A former editor of M&M in Independent Newspapers and contributor to Bizcommunity, AdFocus, AdReview and the Ad Annual, she has also produced for various television networks and currently consults on communication strategy and media liaison.