From whispered “Can I have a wee bite?” pleas in the 1980s to viral alien conspiracy theories in 2024, South Africa’s beloved nougat-filled chocolate bar has spent six decades weaving itself into the nation’s cultural tapestry.
As it marks its 60th anniversary, the iconic treat celebrates not just a milestone, but its legacy as a unifier of generations through laughter, nostalgia, and a dash of extraterrestrial mischief.
A bite of history
Launched in the 1960s, the chocolate bar quickly transcended its role as a snack. Its early ads, like the 1980s’ “wee bite” TV spot, became national catchphrases. The 1990s cemented its pop culture status with a mischievous dog-and-owner duo shouting “Fetch, Jock!”, while the 2000s introduced “Oviaas”—a playful term still echoed in SA slang today.
“This treat has always been more than just chocolate. It’s a part of South African culture …. for 60 years,” says brand manager Ayesha Hassim, echoing sentiments from loyal fans who’ve grown up with its campaigns.
Aliens, conspiracies, and a ‘LunchBar Man’
The latest chapter in its story involves Bra Lucas Baloyi, a fictional retired teacher and conspiracy theorist portrayed by actor Fezile Mpela. In a 2024 campaign, Bra Lucas hunts aliens obsessed with stealing the nougat bar, armed with a retro “PUDDNo8” scanner and a cluttered desk of clues.
The viral #thelunchbarman campaign blends nostalgia with modern interactivity:
- TikTok sleuthing: Users dissected faux CCTV footage of Bra Lucas sneaking into a chocolate factory.
- Gamified microsite: Fans solved trivia for cash prizes, uncovering nods to classic ads like “Much More Munch Bar”.
- Retro flair: Windows Media Player-style visuals and AI-generated alien blueprints, which work best when they support human-centred storytelling, appeal to both Gen Z and older audiences.
60th anniversary celebrations
To commemorate the milestone, the brand launched a nationwide competition (as shown in the below Instagram post), offering 60 winners a share of R1 million. Nomawethu Ngadlela, Cadbury Chocolate Category Lead for Sub-Sahara Africa thanked consumers – who constantly choose this chocolate brand “as their first choice for six decades.”
But the celebrations don’t stop there. Teasing future plans, the brand hinted at screen-based adventures involving “portals, secret stashes, and Much, Much More”—a nod to its signature tagline.
Why it resonates
The chocolate’s enduring appeal lies in its ability to evolve while staying rooted in South African identity. Its campaigns—whether ’90s slapstick or 2024’s alien antics—prioritise humor, relatability, and communal joy.
As one industry expert noted: “It’s a masterclass in blending nostalgia with innovation. You don’t just eat it—you grow up with it.”
The future: still unwrapping
With Bra Lucas’s antics driving TikTok trends and the anniversary campaign uniting generations, the chocolate bar proves cultural relevance isn’t about staying static—it’s about embracing SA’s evolving stories.
Or, as Bra Lucas might say: “The truth is out there… and it’s delicious.”
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