Shelf Life: Nando’s shows how South Africans can fix everything
Cheryl Hunter (shelflife at marklives.com)’s weekly pick of all things new — product, packaging, design, insight, food, décor and more!
- Nando’s latest TVC
- Publicis tells Africa to #OwnYourCrown
- Visa evolves sensory branding
Fixing South Africa
Nando’s shows yet again in its just-launched TVC that, while there are many things about our country that make us smile and sometimes shake our heads in bewilderment, we have always found a way to fix the things we care about.
Comments Doug Place, chief marketing officer of Nando’s Southern Africa, “We want all our ads to be slick, smart, uniquely South African and, of course, funny. We are often inspired by South African’s and want to give voice to the issues many people have. We understand that South Africa is facing and has faced some challenging times. We’ve always managed to find a way to fix and change what needs to be fixed and changed. It’s time we remember this and time for us to do it again,”
The queens of Dark and Lovely hair
The recently released Queendom campaign from integrated communications agency, Publicis Machine, for African haircare products, Dark and Lovely, draws on talent from across Africa to create a 100% African production that celebrates the uniqueness of African hair.
The campaign, which encourages African women to #OwnYourCrown, had already garnered over 1.4m views on Facebook a month after the campaign went live mid-September 2017 with social media teasers, followed by the release of a bespoke music video featuring Blue Mbombo, Minky Mothabela, Lindi Ngubeni and Wendy Ntinezo — four different but remarkable African women who wear their individual hairstyles with pride.
Explains Audrey N’gadi, Publicis Machine business unit director for Dark and Lovely, “The African haircare category has traditionally been divided between those who prefer a sleeker, relaxed style, and those who opt for keeping their hair natural. With two primary product lines catering to each separate target audience, the Dark and Lovely brand had an inherent, internal disconnect. By encouraging black women to #OwnYOurCrown, no matter their style preference, we have unified the two ostensibly disparate target audiences and thus the brand, creating a unique space for the brand that resonates with its entire audience.”
To ensure full 360-degree brand communication, Publicis Machine has redesigned the Dark and Lovely website, as well as Facebook page and Instagram account, all supported by two TVCs and a full print campaign.
Visa looking ahead
Visa has announced a suite of sensory branding, including new sound, animation and haptic (vibration) cues, that will help signify completed transactions in digital and physical retail environments. These have debuted in Visa’s global advertising campaign celebrating the 2018 Olympic Winter Games PyeongChang.
In recent extensive consumer research commissioned by Visa across eight countries to identify the impact of sensory branding on perceptions of both Visa and its ecosystem of partners, up to 71% of respondents thought a website was secure when the Visa logo was visible, yielding a higher likelihood to complete a transaction. So, in a digital world filled with connected wearable devices, Visa’s sensory branding elements are designed to evoke those same emotions, even in environments where the traditional Visa logo is not visible.
Says Lynne Biggar, Visa chief marketing and communications officer, “For 60 years, the Visa brand has been a global symbol of innovation, speed, trust and security. As payments become increasingly embedded in commerce, the notion of ‘Everywhere You Want To Be’ takes on even greater meaning for our brand and as new payment experiences continue to take shape in the world; this suite of sensory branding elements will give consumers the assurances we know they want every time they use Visa.”
Visa is also developing pilot programmess with national merchant and point-of-sale (POS) hardware vendors for 2018.
Cheryl Hunter (@cherylhunter) has written for the South African media, marketing and advertising industries for more than 15 years. A former editor of M&M in Independent Newspapers and contributor to Bizcommunity, AdFocus, AdReview and the Ad Annual, she has also produced for various television networks and currently consults on communication strategy and media liaison.