Made in Mzansi: It’s not inside, it’s onnnn topp!
From an advert that gave South Africa “It’s not inside, it’s onnnn top!” to the Cremora tart, the much-loved coffee creamer has spent decades working its way into the country’s kitchens and culture.
The six-word advertising slogan "It's not inside, it's on top" has become part of South African culture, originating from a 1985 Cremora television advertisement. The line, featuring a frantic coffee drinker searching for the creamer in his fridge, was initially created for a white couple in 1985. When Nestlé acquired the brand in 1998, they updated the ad to feature a black couple, emphasizing the brand's connection to South African households.
In 2021, Lactalis South Africa, the current owner, reintroduced the campaign with five diverse characters. Despite various birth certificates of the brand's age, Cremora has persisted for nearly 80 years, becoming an integral part of South African households. Beyond its advertising role, Cremora has found uses in cooking and baking, leading to the creation of the Cremora tart.
The brand's story, marked by multiple owners and adaptations, concludes with Lactalis taking over in 2025, continuing a legacy spanning six decades.
Written by urgent.news from IOL's reporting — not their text. Machine-written — may contain errors; check the original before relying on it.
