CHOOSE CAMPAIGN YEAR
2005 Campaign
Genuine South African

At the time, competitors were imitating the Toughees style, logo and packaging. The 2006 Toughees campaign reminded the consumer to make sure they were purchasing a Genuine Toughees product.

The imagery showed real South African school-kids, from all walks of life.

The campaign was particularly relevant as South Africans were being encouraged to support and purchace local products.

Proud
A proud South African heritage,

Strong
Durability. Made strong to last long.

True
The real South African school shoe since 1954