Manhattan Sweets launched their “Now that’s real sweet” campaign at selected Ster-Kinekor cinemas in December 2015, featuring the range of sweets that Manhattan has to offer. The outcome was real sweet as the sweets took on a larger than life stardom on the big screen.
“The objective of the campaign was to launch our first Manhattan commercial to moms with kids under the age of 12. We needed an impactful launch, while working with a limited budget,” says M&C Saatchi CONNECT Strategist, Rita Nel.
She explains that the campaign was tactical, where they only targeted selected cinemas in areas where Manhattan has a good distribution. The team also targeted family movies that moms and kids would be watching together.
“Cinema allowed us to focus on tactical activity only in relevant areas, where moms and kids are excited and shopping in a mall, thus they are close to the moment of purchase. The campaign is also light hearted so we wanted to tap into that family-fun mood,” Nel says.
The big screen feature of these delicious sweets, which have had a brand reputation since 1948, have resulted in a successful return both in terms of sales and brand awareness. Manhattan Sweets are now true movie celebrities, appealing to the audience that finds them most enticing.
- Abundance is not what’s in your wallet | #Insight | #LunchtimeSeries | Kevin Britz | Naomi Basson | #Podcast | #ebizradio - October 18, 2021
- How important is Employer Branding to you and your business? | #Insight | #HR | Pabi Mogosetsi | UNIVERSUM | #Podcast | #ebizradio - October 18, 2021
- Motoring News | Diesel and Dust | Tumelo Maketekete | #Motoring | #ebizradio | #Podcast - October 15, 2021
- How is AI going to affect both Business and the Advertising landscapes? | #Marketing | #LunchtimeSeries | Kevin Britz | Craig Page-Lee | #ebizradio | #Podcast - October 15, 2021
- How do youth actually consume content? | #Entrepreneur | #WordOfMouth | Lindi Tshabangu | Khathutshelo Bapela | #Podcast | #ebizradio - October 14, 2021
- Since SA has have moved to level 1 lock-down, what effect is this having on the markets? | #Insights | #Trading | Zihad Israel | CMTrading | #ebizradio - October 14, 2021
- Behind the scenes with a Theater Producer | #BusinessBrunch | #Insight | Björn Salsone | Bernard Jay | #Pantomime | #Podcast #ebizradio - October 12, 2021
- Now is the time to make money in this market | #Insight | #Money | Daniel Kibel | CMTrading | #ebizradio - October 11, 2021
- How Trade Specialisation might make you a rich Forex trader | #Insights | Finance | Tope Ijibadejo | CMTrading | #ebizradio - October 8, 2021
- Who are and why are these South Africa’s brands ranked the most valuable? | #Marketing | #Insight | Kevin Britz | Craig Page-Lee - October 7, 2021