Date posted: May 9, 2013
Louise Marsland’s (@Louise_Marsland) pick of new product, packaging and design launches.
A ‘true’ brand relaunch for FleishmanHillard; new yummy yogurt Yogoorus; Carat’s mystery win; and Durex tries out a different marketing position.
Global public relations firm, FleishmanHillard has undergone a brand refresh to reflect its positioning as a fully integrated communications company.
The company wants to be seen has having redefined the boundaries of traditional public relations by becoming channel agnostic and able to solve client business problems by working across paid, earned, shared and owned (PESO) media channels.
“Many years ago we recognised the changing communications environment,” reports Dave Senay, FleishmanHillard president and CEO. “We reimagined and reinvented our business. We invested in non-traditional talent and new capabilities behind four significant growth areas driving our business today: the alignment of brand and reputation; analytics and insights; social enterprise; and strategic integration.”
To reintroduce the firm, FleishmanHillard has unveiled a new brand platform with the tagline, ‘The Power of True’ and logo.
“True speaks to our unique ability to help clients navigate a world demanding unprecedented authenticity and transparency,” said Senay. “True also reflects our firm’s moral compass and commitment to the highest values. It defines who we are as a company, and the direction we are moving ahead.”
South Africa MD and partner, Kevin Wellman describes the new logo as elegant, clean, fresh and modern.
“Our logo positions us as an innovative leader. It stands out, makes a statement and invites conversation. To incorporate an even greater metaphoric unity and strength to our brand, we eliminated the hyphen and bonded the two words together as FleishmanHillard. The vertical bars tell the story of a firm deeply rooted in the eight practices and eight sector areas most important to our clients. It also reflects the depth of our commitment to our employees and our clients. The horizontal bars represent FleishmanHillard’s ability to innovate, integrate and redefine the boundaries of traditional public relations. The top bar is positioned above the two vertical bars to symbolise our ambition to always go beyond and find true for ourselves and our clients.”
And there you have it!
What’s your favourite sexual position?
It should be “safe sex” says Durex! Durex is really making a hard play for the student market with their safe sex campaigns – free condoms supplied.
After the successful ‘Durex sock’ campaign to select campuses, they used PocketMedia to get the safe sex message across to university students in a Z-Card presenter (with free condom) displaying the core message: “Kampus Sutra, what’s your position?”.
The card not only educated students about safe sex, but also promoted the Durex brand which is ‘the smart choice’ as its thinner, more lubricated and ‘feels gooood’. Okaaaay.
This campaign was developed by activation marketing specialists Mbongiworks and CSI firm Giacomo.
The campaign took the discussion about safe sex from under the covers to directly engage with students on their attitudes, by inviting them to photoshoots where they could invent new “positions”, name them for the campaign, and then participate in discussions to raise awareness.
Yummy frozen yoghurt
You have to be careful when calling yourself a ‘guru’ these days, but a “yogurt guru”?! Well, that’s the name of a new frozen yogurt chain in SA. Yogoorus (pronounced ‘yo-gurus’) has opened a second store at Melrose Arch in Johannesburg, after opening the first at Cedar Square in Fourways a few months ago.
The concept has customers serving themselves from machine dispensers and then choosing from a wide range of toppings. You pay per weight and flavours range from the exotic pomegranate and Turkish delight, to toppings that include muesli and fresh fruit, among all the usual sweet nothings.
The décor, described in the press release as “retro-slick” has big screens featuring music DVDs and sporting events. I’m not so sure that gels… yogurt + sports?! Maybe yogurt + yoga would make more sense! Anyway, you’ll be able to judge for yourself soon, the entrepreneurial owners, Ruben Schoeman and the Pestana brothers, intend franchising the concept throughout SA.
Mystery win for Carat
Carat SA walked off with two major awards at the first African Cristal Festival held in Abidjan, Côte d’Ivoire mid-April 2013 for their Stimorol Mega Mystery campaign. They won a Sapphire Award (Silver) for the best overall integrated media campaign as well as a Sapphire in the Food/Drink category again in the Integrated Media division.
The campaign was for the Stimorol Mega Mystery campaign which ran in 2012 for Kraft Foods.
The objective of the Stimorol Mega Mysterycampaign was to re-entrench the brand’s positioning in the market. The solution was to create a ‘You Decide the Flavour’ platform hosted on Facebook, where consumers could vote for flavours, suggest their own or guess a mystery flavour created by Stimorol.
Broad awareness of the campaign was driven through unusual TV ads as well as activation stunts, outdoor advertising and interactive banner ads, all highlighting weird flavour suggestions. Ultimately, all communication drove consumers to social media platforms were voting and interaction took place.
– 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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