Beechies, South Africa’s much loved chewing gum, has been re-invented and re-introduced to the local market in eight delicious, new formulation, long-lasting flavours. The re-launch of the Beechies brand campaign into the South African market was developed and executed by full service creative agency Hello World Agency.
The new Beechies “Too Good Not To Share” campaign, built around the question, “Do you have a story that is simply too good not to share?” and invites people to share their craziest stories with all world.
Theo Ferreira, Executive Creative Director at Hello World Agency said, that “sites such as FML, Texts From Last Night and PostSecret are just a few sites that demonstrate the fact that the youth want to read and share enjoyable communication that they can relate to, so what better way to do this that share content that is created by their peers?”
Two new television commercials are the first part of a detailed campaign that will act as the driver of the campaign. They were launched on MTV on mid-November before going mainstream in February 2011. Commercials were directed by Kevin Fitzgerald and produced by Egg Films.
Beechies Chewing Gum: I heart helmet
Beechies Chewing Gum: Boys night
The campaign also extend though website, where users can tell to the world their favourite/most embarrassing/funniest story or to read stories about others.
Agency: Hello World, Johannesburg
Released: November 2010
Country: South Africa
Executive Creative Director: Theo Ferreira
Art Directors: Gareth O’Callaghan, Jana Hamman, Koos Groenewald
Copywriter: Aadil Dhalech
Production Company: Egg Films, Cape Town
Producer: Jon Ronbeck
Director of photography: Clive Sacke
Agency Producer: Henri Smit
Post production: Pudding, Blade
Editor: Gordon Midgely
Music + Sound Production: Audio Militia