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Back to About Toughees
Advertising
| Advertising: 2005 | 2006 | 2007 | 2008 | 2009 |
Campaign: Shining Star. Cash Promotion.
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 The Shining Star theme had been planned to continue, but to add a soccer slant to the graphics to acknowledge the 2010 Fifa World Cup that South Africa is hosting. However given the financial market crisis, and the impact this was having on ordinary South Africans, we decided to remind the consumer about the quality and value they received when purchasing the Toughees school shoe.
In addition Toughees wanted to provide financial assistance to its consumers, so we ran another SMS promotion, but this time offered larger cash prizes.
10 Winners of R10 000.00
Nonceba Guda
Hilda Voges
Mzwakhe Dladla
Cynthia Tibane
Sipho Hlongwa
Natalie Fursman
Florence Munyai
Kathy Visser
Siyamdumisa Ndaba
Esaia Sekatane
and the R100 000 winner is:
VICTORIA MNGOMEZULU
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| Advertising: 2005 | 2006 | 2007 | 2008 | 2009 |
Campaign: Shining Star. Bus Promotion.
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 The 2008 campaign - Shining Star- drew its inspiration from the competition held in 2007. The most re-occurring message from the entries received, was that Toughees always kept its Shine! Also, in a tribute to the artwork received, we adopted a visual style that echoed the hand-crafted submissions.
Being proud and genuinely South African, Toughees wanted to give something back to its loyal supporters. The Shining Star 2008 Campaign ran an SMS competition which awarded R50 000 in cash prizes, PLUS one pupil won a School bus for their school!
The competition was a huge success with over 65 000 entries received.
The winners were:
Patricia Serame - R25 000
Rheabetswe Secondary - Bus
The R1000 winners were:
Midah Khoza, Susan Steyn
Sharon Makola, Zama Ndovu
Seitiso More, Yolisa Mahlumba
Thomas Affleck, Daniel Ramabula
Nielen Beyers, Sfiso Cebekhulu
Thabo Moloto, Bogani Maimela
Shreya Chedie, Ayanda Masheyi
Zanele Jaca, Leoma Magoa, Tshepo Dkotsi |
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| Advertising: 2005 | 2006 | 2007 | 2008 | 2009 |
Campaign: Genuine Toughees Experience |
 The 2007 campaign continued the message from the Genuine South African Campaign of 2005 and 2006, but it drew it’s visual reference from an older Campaign, with a highly successful television advert featuring a boy and a rhino.
In addition, a competition element was introduced. The promotion encouraged freedom of expression, and created a platform for South Africans to positively express their thoughts and genuine experiences with Toughees. This campaign created a sense of nostalgia and appreciation for the Toughees brand. It also provided us with an insight into consumers experiences. Winning creatives were entitled to a cash prize of R5000 each.
South Africans responded with a wealth of creative submissions, including poetry, artwork, photos and even songs.
The winners were:
5 winners of R5000.00 each.Andrew Heapy
Benjamin Genis
Lita Renney
Maggie Follet
Tumelo Gift Radebe
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| Advertising: 2005 | 2006 | 2007 | 2008 | 2009 |
Campaign: Genuine South African |
 With the same pirate products and imitation brands and other copyright infringements taking place, the same campaign theme -
A GENUINE SOUTH AFRICAN - was continued again in 2006
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| Advertising: 2005 | 2006 | 2007 | 2008 | 2009 |
Campaign: Genuine South African |
 At the time, competitors were imitating the Toughees style, logo and packaging. The 2006 Toughees campaign reminded the consumer to make sure they were purchasing a Genuine Toughees product.
The imagery showed real South African school-kids, from all walks of life.
The campaign was particularly relevant as South Africans were being encouraged to support and purchace local products.
Proud
A proud South African heritage,
Strong
Durability. Made strong to last long.
True
The real South African school shoe since 1954
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