Chappies, South Africa's best-loved bubblegum, has been thoroughly modernized for the first time in fifty years in preparation for a major consumer relaunch in 2008.
The brand, which was created specifically for the South African market in the late 1940s, has been updated to boost its appeal to the current generation of the country's children.
The modernization includes a new logo, new packaging and a face-lifted Chipmunk - he might be over fifty years old but now he's looking years younger!
Chappies are also launching two new delicious flavours - Strawberry and Musk - and introducing innovation to their successful Chappies roll pack, which has huge growth potential.
The new Chappies Rolls will feature grooves to allow for easy breaking and sharing. Wicks have also been rebranded under Chappies name bringing the bubblegum range under one banner.
Finally, no Chappies modernization would be complete without a string of “Did you Know” questions. To co-incide 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 tremendous success the brand is enjoying - sales grew by over 20% in 2007. This 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.
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 centers on escapism - with the hero of each commercial being magically transported by Chappies to dangerous, exotic destinations where, with the help of the brand, they save the day.
“What Chappies stands for remains consistent but what kids are interested in and relate to has changed dramatically over time. The re-launch is about making Chappies as fun and exciting for the kids today as it was for their parents and grandparents” concludes Whyte.
