Way back in 2007, South Africa's power utility was warning of dark times ahead. Loadshedding had not yet been coined as a phrase, instead, they were referred to as Blackouts. We saw the news of the day as the perfect opportunity to sell more peanut butter, so we approached our Client with this tactical campaign. They loved it but refused to run it out of fear that Eskom would retaliate by turning their lights off. Guess what Tiger Brands, they switched your lights off regardless.