Cheryl Hunter (shelflife at’s weekly pick of all things new — product, packaging, design, insight, food, décor and more!

  • Cadbury roadshow gets consumers flapping
  • Nike gets creative with students
  • Jaguar drives Tumi Morake

Chocolate millionaire

Cadbury has launched a new summer competition — Raise the Bar — which offers consumers the chance to win R1m by telling them what kind of millionaire they would be, creating talkability on social media and a traveling activation designed to get everyone participating.

The competition runs 1 February–16 April 2017 and, to build excitement, the Cadbury team has embarked on a national roadshow to give consumers a ‘mind-blowing’ experience inside Cadbury’s Wrapper Flapper, which creates a mini whirlwind filled with wrappers, some of which hold unique codes. With only 10s on the clock, speed will be rewarded and catching one of the special wrappers will result in winning airtime vouchers or up to R2 000 in cash. The Wrapper Flapper’s promotional crew will be on scene to make sure that everyone at least feels like a million bucks, even if they don’t get the cash prize.

Says Grant van Niekerk, Mondelēz South Africa category director for chocolate, “We can’t wait to be part of the fun and excitement when consumers step into the innovative Wrapper Flapper. Raising the bar in this manner is what we strive for as a brand.”

To qualify for entry into the Wrapper Flapper, consumers need to purchase one of the promotion’s qualifying Cadbury chocolate bars: Lunch Bar, Lunch Bar Dream, Lunch Bar Mansize, P.S. Milk Chocolate, P.S. Caramilk, Chomp, 5Star, Flake, Dipped Flake, Astros, Crunchie, Snacker Original or Snacker Fruit.

Cadbury’s Wrapper Flapper will be dropping in at The Zone @ Rosebank (24–26 February), Maponya Mall (3–5 March), Cape Town Station (14–18 March), Johannesburg Park Station (21–25 March) and Durban’s Berea Train Station (28 March–1 April).



Nailing it with Nike

Nike’s recent creative hub experience in Johannesburg resulted in the SA candidates developing a new tagline for the launch of the Nike Sock Dart in SA, which will launch this month on social media and in retail.

The young creatives, Siboniso Mncube, Sibangani Ncube, Sinethemba Masiku and Sipho Biyam, were handpicked through a selection process by Between10and5 and were then invited to join the Nike team for two days of interactive workshops, mentor sessions and brainstorming in January. They were given the opportunity to interact with two of South Africa’s top creative minds, Gustav Greffrath and Grant Sithole, who both shared inspiring stories from their wealth of experience in the industry.

Says Uno de Waal, managing director of Between10and5, “When we developed the idea of a creative hub, we wanted to give young creatives an opportunity to meet with the top industry leaders in the country to challenge their creative thinking. The first-ever Nike Sock Dart Creative Hub pulled together SA’s best young hungry minds and gave them an opportunity to get involved with a leading International brand and, in return, Nike was also able to tap into a pool of up-and-coming talent.”

At the final pitch, the students wowed the Nike team with their original, locally flavoured ideas and the winning team walked away with a R12 500 prize and an internship for two of the group members with creative agency, Futura.


Tumi in style

Popular comedian and TV star, Tumi Morake, has been chosen as a Jaguar ambassador as she embarks on her first official SA tour, from Nelspruit to Cape Town, with her one-woman show, “Tumi or Not Tumi”.

Morake made history in 2016 by being the first female to be crowned Comic of the Year at the sixth annual Savannah Comic’s Choice Awards, and the new show follows her journey as she tries to find herself in the schizophrenia of motherhood, wifehood and South African-hood.

Eric Vorster, dealer principal at Jaguar Land Rover Menlyn, says, “I first saw Tumi performing in May 2016. Her bold and edgy character and entertaining persona resonated with me and made her the perfect candidate for a brand ambassador; she is the epitome of the Jaguar brand — a world of contemporary luxury and refined power, exciting all of your senses.”

Morake chose a red Jaguar, of course: “When I got to pick the colour, I thought that it has to be red; it has to be a colour that speaks to me, something that is out there, unique and exciting. I’m a mom, but I also don’t want to look like a boring mom.”

Beyond her comedy, the multitasking Morake has been the face of many major campaigns and 2017 brings with it the new Jaguar partnership.


Cheryl HunterShelf Life is’s weekly column covering all things new. Notify us of yours at shelflife at marklives dot com. Want to sponsor Shelf Life? Contact us here.

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.

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