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Stimorol, the chewing gum brand that invites young South Africans to "Chew Life", has put its name in lights - Primedia Outdoor PrimeLites, to be exact - as part of an edgy new advertising campaign that aims to differentiate and define the brand in the local youth market.

Conceptualised by Ogilvy Cape Town, the campaign is the first communications drive to be launched since Cadbury acquired the Stimorol brand in July 2006, and the largest marketing and communications commitment from the brand in over four years. It incorporates a fresh new television commercial, large-scale outdoor executions and a quirky washroom campaign.

The bold billboards feature the familiar Stimorol 'star', which appears to have been thrown into the billboard, emblazoned with the payoff line "Chew Life". It's accompanied by a typically cheeky one liner: "Take two and thank us in the morning." The campaign captures the heart of the Stimorol brand, communicating the physical product offering of seriously intense refreshment combined with the clear benefit of increased confidence.

Says Primedia Outdoor Sales and Marketing Executive Mark Mac Donnell: "This campaign is a great example of how to use outdoor advertising to the brand's best advantage. The creative has been specifically created for the medium, to be bold and easy to read, yet it still maintains the brand's natural sense of fun."

Says Cadbury's marketing director Geoff Whyte: "With all our communication, it is our intention to create an emotional connection in the hearts and minds of our consumers - no matter the medium. Outdoor plays an important role in the communications mix for Cadbury, giving our brands larger than life exposure in a medium that is at once accessible and targeted."

About Primedia Outdoor
Primedia Outdoor is a South African, wholly owned, outdoor advertising media specialist, with a significant presence in six primary sectors of the outdoor market including Airports, Spectaculars, Campaign Outdoor, Bus Shelter, PrimeLites and Ad Lites. Specialising in outdoor advertising solutions, Primedia Outdoor offers national exposure across a mix of media types, providing flexible coverage of the entire LSM spectrum. For further details, visit www.primeoutdoor.co.za.