“Our new commercials are bound to grab your attention, featuring scenes of sweet, romantic intimacy followed by quite the unexpected! We want consumers to feel free to get up close and personal with onions and garlic without suffering the inevitable consequences. These commercials offer the solution!” says Doug Place, Senior Brand Manager Chewing Gum Cadbury South Africa.
The commercials, created by Cadbury South Africa in collaboration with Ogilvy Cape Town, turn the tables on typical ‘breath freshener' communication with the pay-off line “Love onion/garlic, but not all the time”.
They both feature recognisable romantic scenes, one is a couple driving along a scenic cliff road and one in a park, except that the scenes play out between a young man and a clove of garlic and a young woman and an onion. The garlic clove slides towards the man as the car takes a turn, the onion sidles up to the woman on the park bench. The man puts his arm around the garlic clove, the woman plays with the onion's ‘hair'. But both relationships end suddenly when the garlic is cold-heartedly dispatched off a cliff face and the onion is brutally slayed by the blades of a lawn mower.
Says Place: “These commercials demonstrate that - as long as you have Clorets close at hand - you can indulge in all your favourite foods and still have the confidence to meet your partner for lunch or conduct that important business meeting. Just think of Clorets as something that allows you to love garlic... but not so much that it follows you around all day.”
The Clorets brand is no stranger to innovative communication, with the brand's award-winning print and in-store campaigns receiving widespread critical acclaim including nine Loerie nominations and one award. The campaigns also contributed to incredible brand growth last year.
Look out for the first screening of the Clorets “Onion” commercial on 19 April on SABC 2, M-Net, Action DStv, Kyknet and Massive TV within taxis. The Clorets “Garlic” commercial will follow later this year.
