If we can teach children that positive behaviour brings positive results, we are building a generation of hard-working, passionate and dedicated individuals. We worked with Manhattan to create some sweet citizens.




Our client, a sweet manufacturer, asked us to develop a brand purpose, a reason to exist beyond profit. We conceptualised and implemented a campaign to educate children around nine principles of kindness, and then recognised and rewarded “Sweet Moments”.

We developed nine Manhattan principles of kindness, each represented by a Manhattan character performing an act of kindness. The kindness characters were translated into a series of gift-with-purchase collectable stickers, which could be found on the inside of a peel-and-reveal on-pack sticker.

Consumers also had the chance to win kindness character soft toys. For every toy won, three were donated to a child in need. The campaign was communicated through in store communication, social media and PR.

This initiative also partnered with the Pick n Pay School Club and their Hero Awards, a recognition programme that celebrates learners who have done great deeds for their school, environment or community. Teachers were given “How to be kind” posters and reward charts for the classrooms, and helped identify heroes in the school. These children were rewarded with a certificate and badges.


  • Conceptualisation
  • Design
  • Partner negotiation
  • Execution/logistics
  • Procurement
  • Media liaison
  • Marketing communication
  • Reporting


  • Develop a brand purpose
  • Build brand awareness and loyalty among children and their parents.
  • Encourage trial and increase sales.


  • 50 schools were onboarded
  • 17 240 learners were engaged
  • R1 225 562 PRV was generated.
  • Brand affinity was enhanced and sales increased.

“We want to inspire a rainbow of positivity by encouraging young and old to do as many sweet deeds as possible. It’s not just about the reward. It’s about creating a culture of kindness so that we can build a sweeter Mzansi.” – Alison Tresling, Senior Confectionary Brand Manager at Premier FMCG




“I can confidently recommend the professional, creative and accommodating dotGOOD team – they go above and beyond, no matter the task.”

Rehana Moolla

– Silveray CEO

“The dotGOOD team have proven their dedication to innovation, creativity and doing good.”

Jayantha Naidoo

– Nedbank Sponsorship Events Manager

“dotGOOD’s highly motivated and diverse team delivers excellence to make the world a better place.”

Eric Nhlanhla Fologwe

– Project Last Mile Demand Creation Strategic Advisor

“It is an absolute pleasure working with dotGOOD! They are passionate about the campaigns that they run, which makes them even more meaningful.”

Tessa Myburgh

– Premier Brand Manager: Regional Bakeries

“dotGOOD should be renamed to dotGREAT!. The success of my business would not have been without their creative ideas and executional excellence”

Karen de Vos

– Energizer: Brand Manager