Date posted: March 14, 2013
Louise Marsland’s (@Louise_Marsland) pick of new product, packaging and design launches.
A couple of international awards, a new baby range coming soon and attempts to promote the humble rice flour as a wheat and gluten alternative.
The rebranding and relaunch of Indaba Wines in the United States, which we wrote about on MarkLives.com in February, has won a global award for producers, Cape Classics.
Indaba Wines was named the Best Paper Label at the World Wine Championships Packaging Competition, where it was up against hundreds of other wines from all over the world.
Indaba is one of the most successful South African wine brands in the US market and underwent a radical rebranding in 2012 to return the brand to its “African roots”.
Indaba was also presented with a gold medal for Graphic Design, a silver medal for Form and a silver medal for Style, as well as a bronze medal for Creativity.
The awards are run by the Chicago-based Beverage Testing Institute.
“Receiving these industry awards is confirmation we’ve achieved our goal to create a design that is authentic, will resonate with consumers and truly represent the quality and deliciousness that’s inside the bottle,” commented Molly Choi, marketing and sales EVP for Cape Classics.
Snapp! It’s a win for Hardy Boys!
Durban-based agency The Hardy Boys, was named a Global ‘Innovation’ agency winner at the recent Diageo Marketing Brilliance Awards in London, along with UK agency Bloom, for the African launch and design of Snapp cider.
During 2012, The Hardy Boys was selected as the lead creative agency for vodka brand Smirnoff’s expansion into Africa, and brought onboard to create a campaign to support the launch of Snapp, a natural fruit-flavoured cider specifically created for the expanding African female consumer market. Bloom, a London-based branding design agency, was tasked with creating the bottle and can design for the Snapp fruit range.
The Hardy Boys focused on creating “a sophisticated and empowering”through-the-line campaign to position Snapp as “a refined, stylish alcoholic beverage”, ultimately creating a connection between the brand and the new age African woman.
Snapp launched in 2012 in Kenya and Nigeria.
Rice is a staple… flour?
Pouyoukas Foods has embarked on a campaign to promote rice flour as a grocery staple and substitute for wheat flour. It is also gluten free.
Despite its relative obscurity, rice flour is readily available and if you haven’t seen it, it’s probably because you didn’t know where to look for it! Or maybe a campaign like this is exactly what was needed to promote it! And bright orange packaging!
The product can apparently be found in all major supermarkets and makes a crunchy batter and sauce thickener and can be used in baking too.
New baby food player
Fore Good and Vital Baby South Africa have joined forces to create ForeBaby, a new player in the Southern African baby market.
“We are very excited about the strategic offering that ForeBaby will bring to ForeGood in this very important channel,” says Leron Varsha, CEO of the Fore Good Group.
Loren Young, founder of Vital Baby, will assume the role of MD of the new company and plans on growing the distribution of existing brands into the Southern African retail market. ForeBaby recently took over the Olli Organic baby food brand and will relaunch it with a new pack design shortly, which is why there are current stock shortages on shelf at major retailers.
– Shelf Life by Louise Marsland is a weekly column on MarkLives. Tweet new product, packaging and design launches to @louise_marsland or email her at louise.marsland at gmail.com.
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Louise Marsland has written about the FMCG, media, marketing and advertising industry for 18 years of her 25 year media career as a former Editor of magazines AdVantage, Marketing Mix and Progressive Retailing; as well as websites Bizcommunity.com and FMCGFiles. She currently edits the weekly Wednesday Media & Marketing Page for The New Age newspaper; and is the co-founder and Publishing Editor of SA’s newly launched industry trendwatching portal, TREND. at www.trendlives.info, in partnership with MarkLives.com.
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