19th Avenue, Alexandra Township, before the project began

19th Avenue, Alexandra Township, on completion of the project, turned into a fresh community area for the public

Clorets Supa Fresh, The Street community project

BRAND ACTIVITY

Sep 11th, 11:37

The ‘Fresh Breath Expert’ turns trash into treasure

SA’s most-trusted ‘Fresh Breath Expert,’ Clorets chewing gum has a fresh look, new packaging format and SUPA FRESH campaign continuing to bring consumers fresh breath confidence all day, any time.

In celebration of the new packaging - the 2-piece box format - Clorets has a launched a ‘SUPA FRESH’ through the line campaign rolling out nationally. To launch the new campaign Clorets has taken to the streets of Alexandra to bring a breath of fresh air to the community, in more ways than one.

Taking the trash and junk from the street, and utilizing the skills on the street Clorets is SUPA FRESHING an unloved corner of Alexandra Township, and turning it into a fresh community area for the public. Clorets, in association with the Mbongi Works team, have added both aesthetically and functionally to 19th Avenue in Alexandra. From an unused, barren area with broken drains and dilapidated cars, the corner will now function as a FRESH area for the community to gather in; for street soccer games, social gatherings at the car-turned Shisha Nyama, for community meetings and just to have a SUPA FRESH space to enjoy.

The SUPA FRESH project has only been made possible due to great support from community champions who have brought their own resources and skills to the project. Mandla Ntombela, a talent scout who specializes in Alex talent, has helped co-ordinate the project and identified the perfect site. He scouted a local entrepreneur who had a 'fresh vision' for his land. Oupa Yangipi, is the owner of the SUPA FRESH corner land and had a dream to build a 'street sports' arena to help take kids off the street and to connect the community. As Clorets, the endorser of ‘Fresh Breath Confidence’ supports fresh thinking, personal confidence and individuals with vision; it saw great opportunity in Oupa’s concept. Talent scout and artist Mandla says he's always produced local ‘art’ but he believes that this project has given him the network and confidence to start tendering for larger building or development projects. It's the first time he has had to pitch to the local council and it's given him a profile and new sense of confidence and direction.

Other helping community hands include Zakhele Madalana a local master builder who has been in charge of building the SUPA FRESH street arena with Turf Ndlovu. They came to the party with local Alex suppliers who provided the project with everything from building material to delivery vehicles. Malusi Mathibela, a local artist, who has created some of Alex's most interesting murals, has helped to conceptualise and execute all the art elements for this project. The individuals that have assisted and subsequently benefited from the project are extensive.
By collecting trash from around the area many of the design and art elements of the project are recreated from recycled trash, embodying the concept that “one man’s trash is another man’s treasure.” For example, the soccer stadium seating is decorated with hundreds of unused bottle caps and social seating is made from deserted tyres.

Georgina Harpur, Brand Manager for Clorets Chewing Gum at Mondelez South Africa, says “the Clorets SUPA FRESH project has truly brought to life the brand’s promise of freshness and confidence in the direct environment of our consumers. We are very excited about the community upliftment, the social connections made and the role of our brand in this special project.”

A SUPA FRESH product and packaging

Clorets remains the first choice in fresh breath as consumers know they will receive a hit of freshness with each Clorets due to the proven and winning combination of odour-masking ingredients, Actizol and Chlorophyll. Now, the gum brings this offering to consumers in the useful 2-piece box format for access to all-day freshness.

The refreshed packaging of the Clorets 2-piece box is designed to give consumers access to fresh breath anywhere, anytime - whether you are off to work, about to meet your boss after lunch or even a hot new date. In life there are many scenarios where you need confidence and Clorets is there to assist. But then there are times where you really need confidence. With Clorets 2-piece box you can pop both gums to take a double hit of fresh confidence!

A SUPA FRESH CAMPAIGN:

Pop one when you need to be fresh. Pop two when you need to be SUPA FRESH.
This is the essence of Clorets’ new campaign which launched in August 2013. The gum showcases its fresh look across a full marketing campaign with a new TV commercial, national radio slots, OOH executions as well as a SUPA FRESH Public Relations’ community-based project – SUPA FRESH THE STREET.

Harpur says “the Clorets 2-piece box format offers consumers the same trusted ‘Fresh Breath Confidence’ as it always has and the new campaign and community project bring this offering to life in the consumers’ environment.” “We wanted to bring back the box packaging in line with the SUPA FRESH confidence that Clorets delivers anytime and anywhere,” says Harpur.
Clorets 2-piece is sold in two flavours Original and Fresh Mint nationally and sells for a RSP of R0.50, making freshness affordable for all. Click here for more information on Clorets