The team recently made it onto Millward Brown’s Best Liked Ads Top Ten list for the Fourth quarter (2015) for their Cremora ‘Derby’ TVC.

To make it onto the Millward Brown listing, an advert must be relevant to consumer’s lives, as well as to the brand. This advert, with its slice of life story that taps into the average South African’s enduring love for sport - and more specifically soccer - hit the right spot with its audience, while reinforcing Cremora coffee creamer as the nation’s favourite.

“It’s especially rewarding to be recognised for our work on such an iconic brand, for client Nestlé,” says Gareth McPherson, executive creative director at Publicis Machine. “The Cremora brand has been built over decades, and to create an advert that resonates so soundly with the South African television audience is an achievement we are really proud of. It highlights true partnership in developing work that is both creative and effective - a tough act in our industry at the moment.”

“Essentially we set out to capture the hearts and minds of the core audience of loyal Cremora users and to reinforce love for the brand,” he says. “Who doesn’t fondly recall the brand's iconic punchline, ’It’s not inside, it’s on top’? We wanted to capture the good sentiments of this nostalgia by subtly alluding to that line, but in a modern context reflective of today’s realities for the brand and more importantly, the consumer. So we created a campaign that highlights the reasons lovers of coffee choose Cremora, bringing home the message that it’s still the best loved coffee creamer in the country.”

The ‘Derby’ TVC formed part of this broader integrated campaign which featured three 30 second television ads, numerous 10 second fillers, outdoor, in-store and a series of Shakes and Sima cartoon strips which ran in print as well as on digital and social media. The campaign highlights the reasons lovers of coffee choose Cremora, showcased in playful scenarios simply dubbed ‘coffee time’, starring the character couple Shakes and Sima.

The message comes across loud and clear - Cremora is still the favourite choice for coffee lovers in South Africa – a coffee creamer for all occasions.

“The series of Sima & Shakes was borne out of a strong, collaborative partnership between Publicis Machine and Nestlé. As the brand custodians we wanted to leverage the equity we had established over all the years on the ‘It’s not inside its on top’ line. Our brief to the agency was to bring it back in a fresh, modern and innovative way whilst still paying tribute to its legacy,” says Yovini Moodley, former Category Marketing Manager for Cremora.

“Publicis Machine did a fantastic job in creating the fun loving couple of Sima and Shakes, with each episode affording the viewer an opportunity to fall in love with couple and the brand. This campaign was evidence of how strong partnerships between client and agency, driven by a common passion and business understanding, is a sure recipe for success,” adds Moodley.

Click here to view the advert.

For more information, visit www.publicismachine.com. Alternatively, connect with them on Facebook or on Twitter.