“For over 30 years, Lunch Bar has been a South African favourite. In the last eighteen months it's grown to become the number one selling chocolate in the country - and we intend to build on that success with a major re-launch,” says Cadbury Group Marketing Director Geoff Whyte.
Lunch Bar hit the top spot in terms of market share for the first time in August 2007 (Nielsen) and was recently voted the number one chocolate in South Africa in the Sunday Times Top Brands survey.
Central to the re-launch is a new television advertising campaign. After twenty years of using a Scottish theme, a series of new commercials will focus on the unexpected talents of people who eat Lunch Bar using the tag line -
“Much, Much More!”Cadbury Marketing Director for chocolate Mike Middleton explains: “As much as South Africans liked the old Lunch Bar ads, research revealed that the themes were becoming a little tired. It was therefore time to move the brand forward and to start a conversation with a whole new generation of Lunch Bar lovers.”
The resulting campaign, directed by the award-winning Kim Geldenhuys, is fresh, funny and very South African. The launch commercial shows an ordinary guy waiting for a train. When some music starts playing through the station public address system, he breaks into dance, making the most of the space on the platform and the objects around him. When the music stops, he stops - and goes back to waiting for his train as if nothing had happened.
This amazing turn of events is witnessed from a distance by a couple of friends. One asks the other
“Lunch Bar?” to which the reply is a thoughtful
“Oviaas!” Explaining the new brand positioning Mike Middleton said, “Lunch Bar with its unique combination of Cadbury chocolate, caramel, wafer, peanuts and crispies offers consumers ‘Much, Much More' in terms of tastes and textures. Similarly, the people that eat Lunch Bar have ‘Much, Much More' in terms of talents and abilities you might not expect."
The brand re-launch also includes an evolution of the Lunch Bar pack design. For this project Cadbury engaged the services of packaging and iconography specialist, Berge Farrell. The result is a cleaner, more focused look that better captures the variety of ingredients in the bar bringing the “Much, Much More” proposition to life.
New ‘Man Size' Lunch Bar Recognising that Lunch Bar eaters sometimes need a more substantial snack, Cadbury is also launching a giant new ‘Man Size' bar which will become a permanent part of the Lunch Bar range.
The
“Man Size” launch features oversized outdoor executions and giant in-store displays.
“We are very excited about the new advertising campaign and Lunch Bar 'Man Size' - we think consumers will be too,” concludes Whyte.
Lunch Bar “Man Size” is on sale now (RSP R6,49).
