Did you know? Chappies has 60 years worth of knowledge on their wrappers.
Senior Brand Manager of Chappies, Suhayl Limbada said that the brand wanted people who have embraced the information age to add to that rich base. To do this Ogilvy Cape Town created an online campaign for the bubblegum that invites Chappies lovers to write their own Did You Know facts. The best of which will be printed on actual Chappies wrappers.
Ogilvy CT copywriter Kate Desmarais gave us some background, “If you’re a South African there’s a good chance you grew up reading Chappies Did You Knows. So when Kraft approached us to write 250 new Did You Knows we saw it as an opportunity to do something bigger. Something that would leverage the heritage of the iconic brand and give South Africans a chance to be part of the legacy.”
The campaign kicked off on the 2nd of July and Did You Know submissions can be made through the Chappies SA Facebook page.
SABC2’s Hectic Nine 9 show is also getting involved by helping consumers hunt for fascinating facts and rewarding people with the best suggestions, by filming a series of special inserts. To further promote the campaign, press packs were sent out including personalised Did You Knows about the bloggers who received them.
Credits:
Executive Creative Director: Chris Gotz
Creative Directors: Jamie Mietz and Prabashan Pather
Copywriters: Kate Desmarais and Theo von Aspern
Art Director: Tammy Pearce and Emma Butlin
Designer: Owen Ingarfield
Production: Lara Bothma
PR: Victoria Tatham
Client service: Awie Erasmus, Alexis Leih & Britt Wernars
Digital @ Ogilvy:
Developer: Will Roos
Production Manager: Elize van Staden and Derek Whitehead
Designer: Martine Hazel
2 Comments
Cool, I’ve always wanted to write my own Did you Know…
Did you know that Tata Madiba got the name Nelson from his grade 1 teacher on his first day at school so its not his birth name!