The commercial was developed by Cadbury South Africa in conjunction with Ogilvy Johannesburg, with the express intention of upping the P.S. brand's ante in the teen market. For this reason, the agency elected to use a well-known muso to write the song - so that the music and the resultant ‘video' would be authentic in the eyes of the target market.
“P.S. has become one of South Africa's favourite chocolate brands, thanks to its unique ability to combine a deliciously sweet treat with a sincere message. The youth typically find it hard to express themselves, and are increasingly turning to technology, such as SMS and MXit, to communicate. Through P.S., we provide a more personal medium to help them say what's on their minds.” explains Mike Middleton, Marketing Director: Chocolate.
The P.S. brand communication has been successfully built around this unique selling proposition, but the team believed that it needed some new energy if it is to continue growing with its fast-evolving and ever-changing core target market.
The new commercial takes the form of a music video. It opens on a young girl, who is on the phone to her boyfriend. Through the words of the song, she explains that sometimes girls just need to get out, have fun and “shake it to the floor”. It's vibrant and exciting and ‘tells it like it is'.
“The teen market is a tough audience. They know what's hot and what's not! We created a music video featuring a confident, gorgeous Sasha Fierce-like character who "tells it like it is" - just like the P.S. brand she endorses,” says Fran Luckin, Executive Creative Director, Ogilvy Johannesburg.
Adds DJ Bionic: “This was a very cutting edge and innovative project; it's breaking new ground in terms of the collaboration between the advertising and music world. I've never worked on anything like it before. It demonstrates that the brand really understands its consumers and their world.”
Over the past 18 months, the P.S. brand team has made a concerted effort to take the brand to a new edgier level, using urban cool language and iconography. The commercial, and the launch of the new slogan, represents a culmination of that effort.
“P.S. is one of Cadbury South Africa's real success stories and we've only just scratched the surface. We know this commercial will strike a chord with the youth market,” says Geoff Whyte, Commercial Director Middle East & Africa Cadbury.
Click here to view the ad. [2MB]
