LOERIES 2018 // CHAPPIES
Chappies, as our chosen brand to work with for The Loeries, is a bubblegum brand which was introduced to South Africa in the late 1940s. The name Chappies became synonymous with the word bubblegum, as the brand spread to countries of Africa. Chappies were well known for their inclusion of the “Did you know” trivia on the inside of the wrappers, as well as their affordability. Chappies have been sold in South Africa for more than 60 years, therefore having over 60 years of information wrapped up in them.
The brand challenge for Chappies is to help get the brand back in consumers eyes. With Chappies being a much older brand, although so familiar to all, it has lost its touch with engaging with consumers. Today, many people do still purchase Chappies but to a wide audience, Chappies were mainly involved with a certain generation. Remembering the cost of Chappies bubblegum reveals one’s age. Today it is tough to find Chappies in stores, which leads to consumers forgetting about the brand. Chappies have minimal advertising, close to none.
The target market of Chappies ranges drastically as Chappies are suitable to children, as well as the older generation that remember Chappies from their childhood. Our chosen target market is aimed at young adults, but the brand is suitable to ages between 7 and 30. We feel that the older generation who remember Chappies from their childhood, may not necessarily have an interest in them now as many adults do not enjoy bubblegum.
The key insight is that the new generation of today do not purchase Chappies anymore as they are not seen in many stores. Children today may not know what Chappies are but our campaign idea will definitely appeal to them. The brand does not do a lot of advertising, possibly because they are such a well-known brand, but we have chosen to give Chappies a revival by creating a sense of nostalgia.
The key message is to create a sense of nostalgia by giving Chappies a fresh approach on advertising. This will let the brand live on in the hearts and minds of consumers.
This problem will be solved by using an integrated campaign, which is our chosen category for The Loeries, focusing on print media. The type of print media we have focused on are posters. The posters are linked to the concept, ‘Through the eyes of a child.’ The concept links Chappies to childhood memories where we combine nursery rhymes with our own Chappies twist as a way of expressing the concept of childhood. There are five main Chappies flavours: Watermelon, Grape, Spearmint, Cool Cherry and Assorted Fruit. Each flavor has different colours on the wrapper. Five different posters have been created, one for each flavor where an illustration is in the centre of the poster with a nursery rhyme below it. Each poster incorporates a different nursery rhyme with our own Chappies twist and an illustration of an element from the nursery rhyme. Each illustration is in a different colour swatch, each being a different flavor with a different wrapper. The background of each poster is in a light opacity of one of the colours in each colour swatch.
The campaign consists of simple, colourful designs, yet still retaining elements of the Chappies design that South Africans have come to love and remember. The idea of the famous Chappies wrapper aims to create a sense of nostalgia to all Chappies lovers, and hence creating a desire in the target audience to experience their memories of Chappies again.
