In true iconic style, much loved brand All Gold has joined the ‘Dezemba’ party with a challenge set to keep all the faves on the dance floor.

The challenge is inspired by the famous ‘Tomato So So’ game that many a youth used to play back in the day. The game has been reimagined through a new and funky amapiano song and dance to bring today’s youth into the world of All Gold.

“This is all about heritage meeting fun,” says All Gold’s Dumo Mfini, MD for Culinary.

“We want to show All Gold not just as an iconic brand but also show that it has evolved over time. Our brand evolution to new products shows just how much the brand adapts with the times yet still remains true to its core values. It’s an innovative brand and we are showing just how much through this campaign.”

On Wednesday 11 December 2024, the brand officially launched the All Gold Dance Challenge with brand ambassadors Robot Boii, Bontle Modiselle and Somizi Mhlongo, better known as their group name ‘RoBoSo’.
“This campaign will be showcasing the fun side of the brand and also sharing about the work we are doing in communities. Our ambassadors will be driving the agenda of the ‘fun side’ while also educating and empowering youth on how to commercialise the creative arts.”

He added that many people are dancers but don’t know how to make money out of it.
“The ambassadors have been able to do that and will be imparting their knowledge on youth in schools in the coming year,” said Mfini.

On his involvement with the brand, Robot Boii said All Gold was bringing a tune he grew up with back to life.

“Being part of the journey of a brand we grew up with and are still using to this day is quite epic. It makes sense to be part of something you actually are a part of. It’s authentic and organic.”

He added that the RoBoSo combination was ‘fire’.

“You have Somizi on the food, Bontle on the dance and me on the music, a dope combo. I love that tune, it’s one that will never get out of our heads and bringing it back for ama2000 who are all about ‘piano now.”

The event was hosted by Somizi at the lush Langhams venue and featured a variety of tomato sauce inspired activities to do.

Bontle Modiselle lead the dance masterclass for those who knew they had the moves to match hers and for those who wanted to try their luck nailing the choreography.

“I’ve always been an authentic person and I’ve wanted to work with brands and people that I felt spoke to that level of authenticity and truth. And that is All Gold. Outside of it being nostalgic it’s part of the staple diet of every home. I believe in accessibility and relatability and this is what that speaks to,” she said.

The partnership with Somizi and Robot Boii is the cherry, or in this case, tomato on top for Bontle.

“I’m working with Somizi. Someone I have looked up to for a long time. I watched him on TV and wanted to follow in his footsteps. I’ve watched his growth in the industry and he has been the template. So to be in his house and have him cook for us as part of this campaign was just amazing.”

Bontle describes Robot Boii as her creative twin.

“These dots connecting is perfection. I am happy and excited to be part of it. All Gold has managed to hit people on things they love most -food, music and dance. It’s about going to where the people are and having a good time together.”

The #AllGoldDanceChallenge has already started to gain momentum on platforms like Tik Tok.

Those who enter the challenge and follow the steps stand a chance to win R5000 in weekly prizes until the end of January 2025.

Visit All Gold South Africa on their social media platforms to find out more.