"There's nothing quite like Tumbles," says head of Cadbury chocolate marketing, Greg Banach. "South Africans love the bite sized treat of raisins, peanuts or shortbread covered in creamy dairy milk chocolate - but the brand needed to be refreshed."
The team has come up with a new advertising campaign, revitalised packaging and innovative in store display units. Conceptualised by Cadbury South Africa and the Promise Agency, a new TV commercial has hit the small screen this week, for the first time in many years.
The ad features the 'Incredible Tumbles Machine' - a purposely-built Rube Goldberg-type contraption that uses a real Tumble as the trigger in a series of chain reactions involving 'boy toys' such as cars, beers and a girl.
"The new commercial brings Tumbles right back up to date for its young urban male target market - the bite sized treat is simple, down-to-earth and unpretentious - which is just what the male market likes from a brand," explains Banach.
To ensure maximum consumer appeal, the Tumbles packaging has been refreshed in line with Cadbury Dairy Milk's new look which was launched earlier this year. The sleek matt foil finish is clean and uncluttered giving the packaging a premium appearance.
"The refreshed pack design really stands out on shelf, and the migration of Nutties into the Tumbles stable was a logical one so we have no doubt that fans will continue to love their favourite chocolate treat," concludes Banach.
