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.
A proud South African heritage,
Durability. Made strong to last long.
The real South African school shoe since 1954