The brand's previous television commercial, Stuntman, was produced in 2000 and last flighted in 2005. Nevertheless, there remains a high spontaneous recall of the fireman hero when discussing the brand's advertising.
However, if the brand had any chance of reclaiming the number one position in the hearts and minds of South Africa's chocolate bar consumers, what was needed was a campaign that would grab the target market.
"One of the key elements of the campaign was to contemporise the brand image and personality, maintain both the hero heritage and the well-known energy platform of 'a 25 hour day'," says Lou Boxall-Davies, Head of Planning for JWT.
The agency's response was … "It's easy to Spot a BAR ONE Man" … a campaign that recognises that many men have become emasculated, and invites them to reclaim their masculinity with the brand that celebrates real men – who and what they are, and what they do 25/7.
The initial concept was researched among the target market of men between the ages of 18 and 34, LSM 6-10, in Durban, Cape Town and Johannesburg. Once validated by research, the agency's creative team, Neil Ross and Dave Strappini, fine-tuned the television script and developed the rest of the campaign. Other elements include outdoor, POS and ambient media.
The challenge was to develop a broad-based campaign that suited every guy – whether he is the more laid-back Durbanite, or the more conservative Capetonian – or, of course, the get-ahead Johannesburg guy – and all points between.
"The differences became apparent as Durban guys appear less conservative than those in Cape Town. Through humour, Neil and Dave found a way to speak to a broad group without alienating their fairer girlfriends and sisters," Boxall-Davies explains.
