“Stimorol is a brand that is renowned for quality and innovation. We are very excited about the long-lasting flavour capabilities of Infinity, as well as the re-introduction of the slab gum format into the Stimorol range. With a premium package design and individually-wrapped slabs of gum, Infinity is definitely set to be a stand-out product”, says Ian Jeffrey, Cadbury Category Leader, Gum Portfolio.
Stimorol Infinity will be launched with a quirky TV commercial that demonstrates the product’s outrageously long-lasting flavour qualities. Created by Cadbury South Africa in conjunction with Ogilvy Cape Town, the commercial illustrates the effect that chewing Stimorol Infinity has on a run-of-the-mill grocery shopping excursion.
The advert begins with the lead character being offered Stimorol Infinity by an in-store promoter. Wowed by the instant intense flavour, he sets about his everyday shopping – only to notice events around him unfolding with a peculiar twist. He sees a man drop a jam jar and two seconds later it happens again. He then sees shoppers shooting each other with fake banana guns - two seconds later he sees them doing it again. Scenarios like this continue before he eventually arrives back at the front of the store, where he tries the Stimorol Infinity gum again – and the advert begins once more, creating an infinite loop.
“The commercial dramatises the product benefit by replaying everyday situations in an infinite loop – just like Stimorol Infinity! The offbeat humour of the commercial is in line with Stimorol’s quirky and fun brand personality and its target market,” concludes Jeffrey.
Viewers can look forward to seeing the 40-second commercial on TV screens from Monday, 25 October, plus two 15-second commercials along the same lines following later this year. The roll-out of the campaign will continue with an innovative outdoor campaign in December.
Stimorol Infinity is available in stores nationwide from October 2010 for an RSP (recommended selling price) of R12.95.