Steri Stumpie ‘Everyone has a favourite’.

strawberry-steri-stumpie

We have been so excited about receiving the latest campaign for South African favourite, Steri Stumpie, done by King James RSVP. We’ve included some work in progress pics for you to have a look at as well. Enjoy!

Background

Steri is very much a consumer-owned brand, hence we were hesitant to bombard consumers with advertising and alienate the existing fanbase,
all of whom are loyal to their own personal associations and moments with the brand. We also had to cater to 2 audiences: the first was youngsters aged 6 – 12, and the second was that very loyal older market between the ages of 18 -25, so whatever we came up with needed to speak to the youngsters without alienating older Steri fans. So the campaign itself is a subtle one that consists of outdoor awareness in the form of billboards, supported by an Official Unofficial Ambassador’s Program which will be run off a Steri blog (yet to be released) and a new flavour promotion, which will roll out later in the year.

Establishing the Messaging

The line ‘Everyone has a favourite’ became the key messaging because, simply put, it’s a truth about the brand. Both King James RSVP and Parmalat did extensive research into the brand’s audience via both focus groups and simple observing online fan behaviour. There are various facebook groups that have been set up by true Steri loyalists, and funnily enough, most of the activity in these groups  centered around arguments over which flavour was the best. So we decided to build this insight into the campaign.

Coming up with Look and Feel

We came up with a paper craft approach to look and feel after being inspired by works we had seen at exhibitions overseas, and we loved the crafted yet lo-fi effect, and we felt it had integrity enough to appeal to an older market while still being fun enough for the kiddies. Junior RSVP designer Ryan MacArthur worked alongside Deputy Creative Director Mark Stead late into many nights crafting and re-crafting 2 paper sets that we could shoot and manipulate into paper liquid fantasies.

Building a narrative

Copywriter Alex van Tonder had loads of fun working a subtle narrative into the scenes that would give the work an additional layer that would appeal to kids. If you look closely at the strawberry landscape, you’ll see a Chocolate Steri Stumpie being worshipped like a god, a Crème Soda Steri Stumpie being hunted by a dinosaur, which is being hunted by a man, who is in turn is being hunted by another dinosaur. You’ll also see a pack of zombies lurching after the Bubblegum flavoured Steri Stumpie in the chocolate landscape while a boa constrictor tries to swallow the Crème Soda one. This attention to detail takes its cues from the attention to detail you find in popular children’s books such as Where’s Wally and What-a-Mess.

These 2 are the first of many executions, and King James RSVP and Parmalat SA look most forward to expanding the campaign – it really has been extremely fun to work on. We’ll keep you updated as the work comes out.

Creatives:

Copywriter: Alex van Tonder
Designer:   Ryan MacArthur, Mark Stead
Creative Directors: Jenny Ehlers, Alistair King, Mark Stead
Client Service: Laurel Mader, Lindsay Fernandez, Bridget Khumalo
Client: Parmalat SA


Agency

Agency

15 Comments

  1. Can see Mr Stead has been having some fun again – nice one to all the creatives – looking really fantastic and fresh!

  2. i love it. it exudes awesomeness and talks to my inner 12 year old.Most importantly it doesn’t mess with my image of and feelings for the existing brand.Its relevant.

    p.s where do we see these actual executions?

  3. these are billboard executions (strawberry is traditional billboard, chocolate will be at petrol stations / convenience stores), but the whole look and feel will be carried through to POS / online / direct packages for Steri fans. we’ve put a lot of effort into rewarding people who already proclaim love for Steri on facebook / their blogs. will showcase the work as it comes out over the course of the year. thanks mallix and amy 🙂

  4. This is made of radness. Think it’s awesome.

  5. Oh and Creme Soda is my favourite.

  6. Haha, love the ‘favouite’ typo – no Command-Z on that 😛
    Awesome stuff, well done to all involved! Reminds me a lot of Julien Vallée’s work, been loving that lately http://www.jvallee.com

  7. mmmm creme soda… I mean chocolate… no wait.. banana. Argh! too many choices. A flavour for every day of the week™

  8. WICKED SICK!! i love love love it!! Chocolate for the win!! 😀

  9. You are either a choclate or strawberry person. I love choclate, but secretley like creme soda. Cant decide.

  10. There is NOTHING better than a stumpie!!! if im on the road i ALWYS look for steri stumpie!!!!!

  11. Pingback: Social media campaign for Steri Stumpie

  12. Not very happy about Steri Stumpie at the moment. Bought a Steri Stumpie, so sour it was slimy. Never again. I was sick to my stomach when I saw how thick it was

  13. Pingback: Advertising in the Flavour Nation « culture kiss