Shelf Life: Lemaitre’s new CI • Secco drink infusions • LOL Surprise toys
Cheryl Hunter (shelflife at marklives.com)’s weekly pick of all things new in retail — consumer products launches, retail news and FMCG campaigns!
- Working shoes
- Great garnish
- Prima surprise
Boomtown works hard for Lemaitre
Lemaitre Safety Footwear, part of the BBF Safety Group, recently briefed Boomtown Strategic Brand Agency to bring a fresh appeal to its brand and build awareness in the target market’s consideration set, resulting in the new tagline, “From one worker to another”.
Following in-depth research, the team uncovered an insight amongst the target market: ‘hard work is universal’ and centered the Lemaitre brand positioning and ad campaign on this.
Says Lauren McNish, Boomtown account director, “Within the brand visuals you see the connection between the Lemaitre worker with the wearer of the Lemaitre footwear. By showing one passionate craftsperson placing care and attention into the making of Lemaitre safety shoes, next to another individual wearing the footwear in order to fulfill their job, we were able to humanise the brand and provide a true reflection of the individuals behind the product.”
Boomtown developed the corporate identity and the execution for the brand, shot new visuals to express the new positioning, and rolled all elements out across the new Lemaitre website, catalogues, emailers, price lists, spec sheets and advertising collateral.
Peter Gerbrandt, BBF Safety Group marketing manager, comments: “Lemaitre is a trusted brand in the safety shoe category and our new positioning elevates our status further and, more importantly, reflects the unique culture behind the brand itself with dedicated workers and a significant local supply chain bringing a world-class, proudly South African product to the market.”
Secco gin infusions on shelf
South Africa has seen a growing trend of craft gin distilleries, leading to a significant rise in the consumption of craft tonics and mixers. In turn, this has birthed Secco, drink infusions made from freeze-dried fruit and spices.
According to Wessel Pieterse, Tastelab owner, the Secco range is aimed specifically at consumers wanting to garnish or infuse their drinks at home but not wanting to have to waste fresh fruit if the entire container isn’t used. The second aspect is that the shelf life of freeze dried-fruit is 12 months at room temperature, so consumers may have their garnish/infusion even when not in season.
Pieterse says this method of drying leaves the structure of the fruit open, allowing it to naturally release colour and flavour into a drink.
The product was launched earlier this year in the Western Cape but has now been rolled out across South Africa and launched on Takealot with new Spiced Pomegranate and Ginger Lime variants.
New LOL Surprise range hits Prima toy shelves
Prima Toys has launched a variety of new, mystery-filled LOL products into the South African toy market.
A winner of the Toy of the Year Award from The Toy Association, LOL Surprise has taken the world’s toy market by storm. The LOL Surprise! Doll assortment was the no. 1 Toy of 2017 in the US, the U. and Canada, and sold out in SA within weeks.
Chiquita Patrizi of Prima Toys says, “We knew that LOL Surprise would be big but I don’t think any of us could have anticipated how enormously popular they have become. The products have made a significant impact on two important super categories — dolls and collectibles. LOL. dolls and games are big on the surprise and unboxing elements, which kids love. They’re cute, fun, entertaining, collectible and now, with the addition of the games, very educational.”
The LOL Surprise range is focused on the element of surprise and each LOL. starts with a ball-shaped container. The range now includes little sisters, puzzles and games, a glitter range and a LOL Surprise Water Game.
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.
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