Cremora - its not inside its on top
Photo Cred: Nestlé Cremora

Representing race, age, culture, quadriplegia and the LGBTQIA+ community, Cremora has remade their iconic advert to celebrate the joy of inclusion!


Johannesburg, South Africa (09 August 2021) – Much like its iconic advert ‘it’s not inside, it’s on top’, which portrayed an insightful observation of people’s responses from all races, ages and genders; Cremora, a local favourite coffee and tea creamer, remains an unforgettable brand, more so in light of its strong heritage with South African consumers.

‘It’s not inside, it’s on top’ is an iconic phrase that many South Africans will remember from one of the most timeless pieces of advertising, Cremora’s classic advert of the 90s.

Today, the classic advert, which has been remade into five different versions, sheds light on what joy means to a new generation of South Africans and reflects the diversity of the country whilst opening conversations on inclusion.

In the new campaign, Cremora takes a bold move and reimagines how the old classic advert would look like in contemporary South Africa, using five “inclusion heroes.” These inclusion heroes are protagonists who represent our progressive and inclusive society and come from communities that are not well represented in media.

“The inclusion heroes are made up of Erik Holm, a quadriplegic, Nomsa Buthelezi Shezi from the LGBTQIA+ community, Palesa Mosiea who has the disability of albinism, Mmatema Moremi, a businesswoman in the creative industry and an interracial couple, Takara Brooks and Phethego Siane. As Nestlé, we put diversity and inclusion at 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,” says Zumi Njongwe, Consumer Communications and Marketing Excellence Director, Nestlé South Africa.

Nicole Roos, Business Executive Officer, Coffee and Beverages, Nestlé South Africa, explains that ”with the repositioning of our message to consumers, the brand took the same concept as the old joy of Cremora, but instead of looking back on what it meant to many people, the focus now is to look forward to seeing what joy means to a new generation of South Africans.”

“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 Cremora,” concluded Roos.

Watch all 5 new ads here:

Sources: Nestlé
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Brent Lindeque is the founder and editor in charge at Good Things Guy.

Recognised as one of the Mail and Guardian’s Top 200 Young South African’s as well as a Primedia LeadSA Hero, Brent is a change maker, thought leader, radio host, foodie, vlogger, writer and all round good guy.

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