Shelf Life: JWT, Bomb position Kellogg’s breakfast
Cheryl Hunter (shelflife at marklives.com)’s weekly pick of all things new — product, packaging, design, insight, food, décor and more!
- Kellogg’s new breakfast potential
- Back to basics at BlackLabels
- Sol Mexican Beer’s SA first
Kellogg’s South Africa’s new positioning focuses on battling the deprivation of potential in SA with a new platform developed in collaboration with JWT Johannesburg: “Nourish Your Great”.
Kellogg’s wants to celebrate the many efforts South African families make to achieve their own great. To kick this off, the brand has launched a commercial that depicts a story between a supportive mother and her ambitious daughter, showcasing Kellogg’s as the partner towards unlocking potential.
Says Vonne Lombard, Kellogg’s Masterbrand marketing manager, “Mom always wants the best for her family and we see her rooting for her daughter — from her first day of school until her graduation day. Every milestone and success in the daughter’s life is a huge triumph for her entire family. And, in some ways, Mom realises her own potential. Through ‘Nourish Your Great’ we highlight the importance of a healthy breakfast and how this can enhance your ability to achieve your potential.”
Teboho Mahlatsi, Bomb commercials director, says, “JWT Johannesburg wanted to differentiate Kellogg’s in its category, so we moved the brand into a more-resonant space, which allowed the agency to tell a story with authenticity and heart. The power of this commercial lies in the heavily charged emotion that becomes the spine of the story and the result is an inspirational commercial that values storytelling and relates to our audience on an emotive level.”
To further the Kellogg’s brand purpose of nourishing human potential, the idea also touches on its CSI partnership with the Department of Basic Education that feeds 25 000 school children a day, serving five million breakfasts a year.
Back to basics at BlackLabels
Branding is often seen as the preserve of big companies with deep pockets; BlackLabels has been started in response to this by agency, June15 Advertising, to help startups in the emerging market stand out and make an impact while working with tiny budgets.
According to June15 founder and CEO, Mxolisi Buthelezi, BlackLabels is a low-cost marketing and branding system that is designed to provide basic branding tools to black startups and small businesses. BlackLabels also targets small-and medium-sized businesses that are experiencing a crisis of growth.
Nicelek, a precooked nutrient dense and high-energy porridge owned by Mizlek Foods, is one of the first successes: Vusi Ndala, Mizlek Foods CEO, says the June15 team devised the packaging and branding elements necessary for it to launch. Today, Nicelek is listed in selected Spar outlets In Johannesburg North and Pretoria East, as well as five Medizone stores in Garankuwa, Mabopane, Diepsloot, Tembisa and Groblersdal.
There are ambitious plans for BlackLabels for the future, focusing on assisting more emerging brands and engaging others to come on board. “While we value the work we do for more established clients, the work we do through BlackLabels is of significance, given the history of our country,” say Buthelezi.
Sunshine in a bottle
SOL beer’s “My sunshine in a bottle” campaign is billed as a South African first — leveraging a social media campaign across digital billboards in real time to achieve greater reach and brand awareness.
The campaign, created in partnership with ad agency The Odd Number, takes the most-popular posts from 60 social influencers and broadcasts them on digital billboards across Gauteng and the Western Cape. It has achieved a unique follower reach of 900 000 and an engagement rate of 6%, surpassing the industry standard of a 1% engagement rate.
Says Katie Lu, SOL senior brand manager, “SOL is all about offering our fans bold, fresh new experiences that are firsts for South Africa. With this campaign we’re moving beyond a purely digital campaign and we’ve found a clever way to integrate a social media campaign into an above-the-line medium.”
The campaign uses of various influencers to engage with a wide range of audiences: “By using a wide variety of influencers, we can extend the reach of the campaign through the secondary audiences of the influencers, adding real value to the campaign.”
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.