This nationwide campaign saw the brand take its first bite out of the emerging market, following an integrated marketing plan that stemmed right from product development through to on-the-ground target market sales.

“Our main marketing focus is to grow sales and build brands, which is why we value Apex Awards so highly. We know that we’re getting it right because our sales graphs are growing in the right direction, but it’s always gratifying for the team to be recognised publicly for the blood, sweat and tears that we pour into our brands!” says Alistair Mokoena, Cadbury Category Leader – Gum & Candy.

The campaign kicked off in October 2008, when South Africa’s biggest selling chewing gum brand set its sights on becoming even bigger. Despite its size, Stimorol had very little representation and traction in the emerging market.

At the time, chewing gum was sold in sticks of twelve through the formal retail sector, it was priced too high for hawker tables and spaza shops, accustomed to selling below the R2 mark. In addition, consumers knew little about the product and were used to sweeter offerings, the likes of Chappies bubblegum.

To combat the primary barrier of pricing, Stimorol developed a special three-piece pack, that allowed hawkers to sell at just R1 – a key coinage point on hawker tables, where trading is primarily conducted in 50c or R1.

To address the flavour preference, the 3-piece pack consisted of three different Stimorol flavours: Wild Cherry; Air Rush Menthol; and Musk, specifically chosen for their affinity to the tastes of emerging market consumers.

And to address the lack of brand awareness, and its primary attribute of long-lasting flavour, the marketing team at Cadbury and advertising agency Ogilvy Cape Town spearheaded an integrated and complex marketing campaign targeting consumers, wholesalers and hawkers.

Importantly, this new campaign had to tie in with Stimorol’s existing brand campaign, which revolved around the brand promise of ‘Chew Life’. It was out of this mantra that the perfect brand icon emerged - popular and double SAMA-winning hip hop artist, HHP (Hip Hop Pantsula), a local musician who has made it big, who has enormous traction in the emerging market, and who had no real brand ties.

The campaign was built around HHP, who proved to be the perfect ‘Chew Life’ icon by producing a bespoke theme-song and starring in the Stimorol brand television commercial to launch the three-piece pack to the market. He also helped the team acquire extra-ordinary run-on benefits, such as commercial airplay; product placement in the music video; and ringtones. In addition, when the CD featuring theme song, All I need, was released for sale, HHP added a Stimorol logo to the cover – completely unprompted.

The Flavas that Last roadshow was created once the brand had developed a little traction in the market, to communicate the primary attribute of long-lasting flavour, and also target the hawker target market. Aside from HHP himself, this phase featured the most eye-catching element in the campaign – a branded stretch taxi limo, that cruised the townships visiting hawkers and spaza owners, pushing the benefits of Stimorol three-pack as well as the potential profit margins – and effectively selling over 150 bags of product each day!

The results speak for themselves:

By November 2009, more than 1.3-million three-piece packs were being sold per month – equivalent to over four million individual pieces of gum. And that’s four million pieces that weren’t previously being sold at all.

The total brand communication awareness (TBCA) for the Stimorol brand in the LSM 3-4 emerging market was measured at 45% in June 2008 prior to launch. By December 2009, the TBCA for Stimorol had risen to 57% in the emerging market.
Specifically speaking, and coming largely off a negligible base, Stimorol 3PC brand awareness for Jan-March 2009 LSM 3-4 was 39%; and for LSM 5 to 7, 52%. By December 2009, awareness in LSM 3-4 was up to 50%, and for LSM 5 to 7, 63%.

“When you do work you’re proud of, you want people to see it. The HHP campaign is great work that gave great results. It’s really rewarding to know that a cool, contemporary, truly South African campaign has such widespread appeal”, concludes Chris Gotz, Ogilvy Cape Town Executive Creative Director.