The promotion, which kicked off in March this year, ran in collaboration with SAMA award-winning hip-hop star and Stimorol brand icon Hip Hop Pantsula (HHP). It follows an incredibly successful association between the two brands, which began last year with a campaign that gave South Africans the chance to appear in the star's music video and Channel O Awards finalist entitled All I need.
This promotion aimed to raise awareness of the launch of Stimorol 3 piece, which is a three-piece pack offered in three different Stimorol flavours: Wild Cherry, Menthol, and Musk, selling for R1.
The competition ran across the Daily Sun and Sunday Sun, and was strongly supported by the popular Stimorol television commercial featuring HHP, as well as outdoor billboards featuring the hip hop star around the country. Entry incentives included the grand prize of R15 000, two cash prizes of R5000 each week, as well as goodie bags including HHP merchandise and Stimorol products.
To enter, consumers simply had to SMS the answer to a simple question to the number provided in both newspapers
The competition received over 23 000 entries, an average of 3750 entries each week over an eight-week period.
"The overwhelming number of entries to this competition proves the pulling power of the unique brand collaboration between Stimorol and HHP," said Alistair Mokoena, Cadbury marketing director: candy & gum.
To access HHP's song All I need, go to m.chewlife.co.za.
