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Promise reignites Cadbury Tumbles with a single-take 60" TVC and refreshed pack designs

Promise was approached by Cadbury South Africa to create a TV commercial along with a full pack renovation for the Tumbles range. The target market is guys between the ages of 25 and 35 who enjoy a combination of sweet and savoury treats, such as nuts and chocolate combined, that are often consumed in group settings.

The challenge with this piece of work was that the agency had to show the product playing an active role in the commercial, without it feeling like an expected "consumption moment" amongst guys watching sport or generally hanging out together. A big challenge was also to ensure that we didn't just have a commercial that was entertaining to watch on its own and simply had the brand/product slapped onto the end of it.

The consumer take-out for the ad needed to be "the fun ends when the tumbles run out". To this end, the agency is thrilled with the final outcome of the TVC, which is supported by refreshed pack designs completed by the Promise design team.

The commercial was directed by Erik van Wyk of Bouffant. Marc Watson, CD Promise, notes, "We felt that the commercial needed to be taken in one take to be believable. This was a highly technical process. More than 17,000 Cadbury Tumbles had to be weighed to get only 8 Tumbles with the correct weight and circumference to be able to flow through the machine and trigger each phase of its journey. Eric is an absolute purist and worked hard to ensure the commercial delivered just as intended."

Greg Banach, Marketing Director of Cadbury Chocolate, notes: "We are delighted with the end result. We believe that guys will watch the ad and wish that it was them making this machine. The fact that Tumbles power the machine makes the brand central to the communication, whist still having an ad that is interesting and engaging to view."

The refreshed pack designs are now in-store and the TVC is currently breaking as a 60" launch version, with cut-downs to follow after sufficient frequency of the 60" has been reached.

Promise's press office

We're an integrated through-the-line agency making clients famous with strategically sound, expertly crafted work delivered with utmost professionalism.
James Blond
Oh, sorry. Is that not the message?-
Could it possibly be... that four boys mustn't tie up one girl because a dog is going to grab your one ball?
Posted on 24 Aug 2010 16:19
No guys.-
This is like doing a commercial for a vehicle brand showing a gorilla bashing away on a set of drums in a state of pure bliss. You just don't do it!
Posted on 24 Aug 2010 19:36
Why not coat a ball-bearing brown?-
17 000 tumbles were checked to get 8? C'mon! Use a prop ball idiots!!!!
Posted on 25 Aug 2010 18:23
Lack of promise shown here-
If you are a new agency trying to hype yourselves, do it with something truly original. You are making fools of yourselves with this rip off. But if you had any one with any experience - they would know that.
Posted on 26 Aug 2010 09:23
Chick with no name.
Pls don't write articles about nameless people when you yourself haven't used your real name. Bad work should be slammed; ripped work should be highlighted; that's what keeps the SA ad industry in the top 10 in the world, every year. If you're going to 'borrow' an idea from someone else - you're going to get flak. From the named and the nameless.
Posted on 30 Aug 2010 11:46
Another "friend" of Promise..
Chick with no name-
Please explain who's campaign this idea was lifted from? And please don't go down the Honda route all over again....
Posted on 30 Aug 2010 12:55
Too true..-
Always remember 3 things when you are about to open your mouth: Is it true, Is it necessary, Is it nice...otherwise shut it!
Posted on 30 Aug 2010 12:56
Guys... Gals...-
It's not an original idea. Please get over it. Stop trying to defend it. Go to your laptops and come up with something we've never seen before.
Posted on 30 Aug 2010 15:11
It's not about the Honda idea being a one-off. It's about Tumbles being incredibly similar to the Honda ad which was a recent award-winning ad. If the next ad for smarties used the same concept, I'm pretty sure they'd be in for the same amount of flak. Nothing is original in advertising but there is a way to refresh an idea. Moving it from automotive to confectionary isn't quite the solution. But hey, if you are proud of it, feel it's highly original and want to pop it into your porti, it's your funeral at your next job interview.
Posted on 31 Aug 2010 10:03
Always remember-
3 things when you open your mouth...Do you need to keep opening it to say the same thing? Is your foot in it? Is brown stuff dribbling out of it?
Posted on 31 Aug 2010 10:05
The Actual Problem-
Agree with the some of the comments above. There are very few original ideas out there. No-one's dissing you for that - we've all done it. The issue is with the press release. Don't congratulate yourselves to the ad world on a concept that has been done. Fine it might with the consumers but this is not a consumer forum. Go put this fluff piecie on a YOU Magazine or something!
Posted on 2 Sep 2010 07:56
Promise - don't waste your time defending a rip off.-
Whether you like it or not, you have made fools of yourselves over this. Quietly go away and create original work if you want to make a noise about yourselves, not rip offs of rip offs.
Posted on 2 Sep 2010 11:22