Sensual Indulgence; the new NESTLE Aero Caramel commercial that hit South African screens last week, encapsulates the emotive experience of sheer chocolate indulgence. Sensual and slightly cheeky, the advertisement combines elements we all identify with. In it, we see a beautiful woman indulge in a private moment with her Aero Caramel, spilling a drop and naughtily not wasting the final savour.

“While conceptually, the commercial is simple and conveys the universal chocolate indulgence message,” says Brand Manager Elsabe Meintjes, “the focus was on the cinematography and creating visual cues for the new variant. The intention was not to communicate the already understood intrinsic of Aero’s aerated centre, but to add an emotive, somewhat mischievous element to introduce the addition of caramel delivering a slightly different personality for the variant.”

Creating a fresh campaign for a variant within an already well-loved brand always represents a challenge. In this instance, Meintjes believes, creative agency JWT succeeded beyond measure. “We have had an incredibly positive response to the variant and its advert,” she says, “with sales exceeding expectations by almost 30%; bearing in mind Aero Caramel has only been on shelf for a fortnight.”

The advertising campaign was conceptualised by JWT Johannesburg creative team Dave Strappini (Creative Director) and Neil Ross (Head of Copy), and the commercial was directed by Steve Tanchel of Frieze Films.

NESTLE Aero Caramel is a permanent new variant in the brand collection, which presently includes Aero Milk chocolate and Aero Peppermint.