media update’s Aisling McCarthy attended the event on Thursday, 17 August at Sally Mustang Tattoos in Sandton.

The launch, attended by various media and South African celebrities, offered guests the opportunity to immerse themselves in a space of pure joy and wonder. Upon arrival, guests were met with candyfloss-topped champagne and were invited into the Museum of Joy and Wonder.

The museum displayed various items belonging to South African celebrities, which held some memory of joy and wonder. Proverb’s 2015 Hustler of the Year Award, Anele Mdoda’s radio demo from 2002, and Louise Carver’s ‘little black book’ of valuable contacts were among the items on display.

Other celebrities whose memorable items were on display were PJ Powers, Martin ‘Rocka’ Schofield, Nomusi Mbena, Danny K, Derek Watts, Sophie Ndaba, and Jeremy Mansfield.

Welcoming everyone to the evening, Mdoda said that Cadbury must have been reading her diary, as she had always wished that Cadbury Dairy Milk and Oreo would be combined. Reminding guests about old adverts for Cadbury Dairy Milk and Oreo, Mdoda said that both brands celebrated indulgence and joy – making them a perfect combination.

“We’ve gone around the country and got celebrities to jump on board and tell us about moments in their life that brought them joy and wonder, and what item means all of that to them,” Mdoda explained.

Her item was the radio demo she created when she left Tuks FM, hoping to get a job at 947.

“I absolutely sound like I am 12 years old. It was my joy and, still today, I am at 947 – having grown in leaps and bounds. Radio is my joy but, after you listen to that, you’re going to wonder how they gave me a job,” she joked.

PJ Powers then took to the stage, explaining that her item was a letter from former South Africa president Nelson Mandela.

“Cadbury, I think you’ve done a wonderful thing here,” Powers said, “But not for our waistlines.”

Guests were invited to view the exhibition, read the back-stories, and indulge in various chocolate desserts. PJ Powers and Louise Carver performed, with a surprise cameo from Wonderboom’s guitarist, Martin Schofield.



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Allowing consumers to experience a product can be a valuable way to market it. Read more in our article, Experiential marketing – what’s it all about?