Nestle Cremora remake iconic 'It's Not Inside, It's On Top' advert

Nestle Cremora remake iconic 'It's Not Inside, It's On Top' advert

This 80s and 90s ad is remade in 2021 and we love the inclusion!

Cremora SA

What do you think of when you hear, "It's not inside, it's on top"? The classic Nestle Cremora advert from the 90s, right? Well, we also remember the book by Khanya Mtshali, who was on Keri's Couch earlier this year in May. 

The book made an analysis on advertising in South Africa and the different narratives that they consumed to shape our current nation. We literally have the ability to use an advert to determine a time in our lives or in a country, and what exactly was happening and what kind of conversations were being had. 

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In this new campaign, you will witness the Nestle Cremora team's motivated leaps towards inclusion, representation, and a depiction of our current contemporary South Africa in the reimagined advert. 

This is what the original advert looked like in the 1980s before Cremora was bought by Nestle:

It later looked like this in 1998 once the purchase had been made. This was to give it a South African flavour, according to Katekani Precious Shibambo, a consumer engagement manager at Nestle, as she explained to Mtshali. 

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A lot of racial conversations emerged after the release of this version of the advert. In her book, Mtshali makes an analyses of what it meant having two similar ads with people of different races and what it came across as.  

Now, we see this advert in 2021 and it's remade featuring Erik Holm, a quadriplegic, Nomsa Buthelezi Shezi from the LGBTQIA community, Palesa Mosiea, who has albinism, Mmatema Moremi, a businesswoman in the creative industry, and an interracial couple, Takara Brooks and Phethego Siane. 

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"As Nestlé, we put diversity and inclusion in the forefront of everything we do: from our employees to our suppliers. Therefore, having cast individuals from marginalised communities is a natural step forward for us,” Zumi Njongwe, consumer communications and marketing excellence director, Nestlé South Africa, tells Biz Community.

This step means so much, especially for the people who know the classic advert and get to experience it with its inclusive nature. They see themselves represented in an iconic ad which means so much for marginalised individuals in a society. 

Nicole Roos, business executive officer of Coffee and Beverages at Nestlé South Africa, also shared: "So many societal aspects of who South Africans were versus who they are now have changed and given that we’ve come so far as a nation, the brand urges people for an ongoing movement to be more inclusive every day because everyone’s included with South Africa’s loved Nestlé Cremora."

Mtshali speaks more about her book titled with the famous tagline, "It's Not Inside, It's On Top", on Keri's Couch. 

Have a listen: 

We have got to applaud Cremora for this significant move with #EveryoneIsIncluded. Representation means so much, especially for South Africans. We are one of the most diverse countries and knowing that you are seen, heard, and accepted is enough to make one take on the world with a little more confidence and bravery. 

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Main Image Courtesy: Cremora SA

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