New campaign has a light touch

Ogilvy Cape Town conceptualised the campaign, which is the first communications drive launched since Cadbury acquired the Stimorol brand in July 2006, and the largest marketing and communications commitment from the brand in over four years. It incorporates a fresh new television commercial, large-scale outdoor executions and a quirky washroom campaign.

The bold billboards feature the familiar brand's 'star', which appears to have been thrown into the billboard, emblazoned with the payoff line "Chew Life". It's accompanied by a typically cheeky one-liner: "Take two and thank us in the morning."

The simple design and economy of wording enables passing motorists to take in the essentials at a glance.

Primedia Outdoor Sales and Marketing Executive Mark Mac Donnell says, "The creative has been specifically created for the medium, to be bold and easy to read, yet it still maintains the brand's natural sense of fun."