To celebrate the re-launch – and the loyalty of the local Alexandra traders towards Eclairs - Cadbury literally painted Alexandra purple. Six Loyal spaza owners each received a much needed makeover for their stores, valued at R10 000, featuring Eclairs branding and amazing 3D paintwork. To create better visibility on the streets of Alex 100 hawkers were also rewarded with purple Eclairs branded gear: an umbrella &amp base set, a table cloth, cap and t-shirt. The team also handed out tins of purple paint to residents in Alexandra on 28 June to help everyone spread the Cadbury joy.

The spaza shops and hawkers were selected by Kraft Foods enterprise development partner, Chris Pienaar from “Straight to your Door”, an Awethu entrepreneur. Dedicated to identifying and nurturing potential entrepreneurial talent among South Africa’s previously disadvantaged, Awethu’s mission is to unlock the wealth of untapped entrepreneurial talent in South Africa. Through the Awethu Project’s youth entrepreneurship programme, which aims to produce world-class entrepreneurs from under-resourced backgrounds in South Africa, Kraft Foods has been selling Halls, Chappies and Eclairs in spaza shops, hawkers and general dealers in Alexandra since November 2011.

Meredith Kelly, category leader: Candy for Kraft Foods South Africa believes that the new and improved Cadbury Eclairs will be a big hit with consumers. “There’s nothing better than indulging in chewy creamy Eclairs – jam packed with a more chocolatey centre than ever before, consumers will be able to savour the taste for even longer.” she says. “We’re also delighted to be able to spread some joy in Alexandra with our spaza shop makeovers, the hawker reward initiative and painting project as a thank-you to all our loyal Eclairs traders and consumers”.

After a television advertising hiatus of nearly a decade, Cadbury Eclairs explode back onto the small screen this month with two new TV commercials. The ads, entitled ‘Soldier’ and ‘Exam’ leave viewers with an interesting twist and a delicious chocolately boom … just like the centre of the new Cadbury Eclairs.