Amajoya – "Toffee That Tastes the Way Joy Feels"
Amajoya – "Toffee That Tastes the Way Joy Feels"
South Africa
Joy got a makeover. With a bold rebrand and a fresh new strategy, Amajoya reintroduced its iconic toffee range to South Africa—bringing vibrant flavour, premium quality, and irresistible bliss to a new generation of candy lovers.
Brief: Relaunch Amajoya’s toffee range post-rebrand, with a campaign that reassures loyalists of the same great taste, attracts new (younger) consumers, and secures greater market share in the premium confectionery space..
Insight: In a world moving at hyperspeed, people crave slow, meaningful moments—simple pleasures that feel luxurious. Real joy isn’t loud or fleeting; it’s smooth, deep, and comforting—just like our toffee..
Execution: With the line “Toffee that tastes the way joy feels,” we led with an emotional hook and sensory visuals. Our digital and in-store campaign wrapped premium indulgence in a vibrant new look, using lush 3D textures, melted toffee forms, and joyful lifestyle imagery to embody the feeling of bliss. We spotlighted the product’s natural credentials—real butter, dairy, GMO-free—as "pure joy in a wrapper." The result? A rejuvenated brand, a loyal audience reassured, new customers intrigued, and a toffee category redefined..
