Chappies

Chappies
Product type Bubblegum
Owner Cadbury (1989)
Country South Africa
Introduced late-1940s
Markets South Africa
Previous owners Claudia and Kaylee
Tagline Unwrap an Adventure
Website www.chappies.co.za

Chappies is a brand of bubblegum introduced in South Africa in the late 1940s.[1] Chappies was created by Arthur Ginsburg while working for Chapelat Sweets, a Johannesburg based confectionery manufacturer, as a competitor for the well established Wicks bubblegum.[2]

Popularity

The name Chappies became synonymous with the word bubblegum, in part because shopkeepers used it in lieu of coins to give change to patrons, and because of the inclusion of "Did you know" trivia on the inside of the wrappers.[1]

Overview

By the late 1970s the brand had spread to Zambia, the Congo area, and Rhodesia (now Zimbabwe), and held a local market share of 90%. It was at this time that Ginsburg and his partners decided to sell the brand to Cadbury, which still owns the brand today.[3]

In early 2008 the marketing firm "Berge Farrel" was contracted by Cadbury to rejuvenate the now almost 50-year-old Chappies identity. Their changes included redesigned packaging as well as an updated yet still recognizable mascot, the Chappies Chipmunk.[4][5]

In 2012, Chappies gave fans the chance to submit their own ‘Did You Know?’ facts for inclusion in their famous Chappies wrappers which resulted in over 50 000 submissions entered through various digital channels. After a validation process, 170 facts were selected to be printed on millions of wrappers.[6] Chappies also launched an Edible Street Art Campaign that represented six user-submitted facts and was each created out of thousands of real Chappies pieces. The largest of the six murals took 177 681 pieces of Chappies to create and 15 hours to complete.[7]

References

  1. 1 2 "Product Week – Chappies kicks us off". Private. 2008-04-07. Retrieved 2008-04-07.
  2. ↑ "Did you know Chappies has had a makeover?". Packaging and Print Media. July 2008. Retrieved 19 October 2016.
  3. ↑ "The Chappies Story". Private. 2009-04-25. Archived from the original on 2013-05-05. Retrieved 2009-04-25.
  4. ↑ "Do you know who evolutionised Chappies?". Bizcommunity.com. 2008-06-25. Retrieved 2008-06-25.
  5. ↑ "Chappies Edible Street Art across South African". Blogilvy. 8 February 2013. Retrieved 19 October 2016.
  6. ↑ "DID YOU KNOW? CHAPPIES EDIBLE ART HITS THE STREET". Artifact Advertising. Artifact. Retrieved 10 April 2017.
  7. ↑ "Chappies Edible Street Art Campaign". bizcommunity.com. bizcommunity.com.
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