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Search results: Yellowwood

Advertising Law Hot Tips workshop

Brand Council of SA and law firm Adams & Adams will be hosting their annual Advertising Law Hot Tips workshop in Cape Town on July 25th. They promise to give delegates the lowdown on how to deal with the legal aspects related to everything from launching an advertising campaign to kick-starting a new brand. MC […]

Brand Politics: The rules of branding ayisafani

by Alistair Mackay (@almackay) One good thing to have come out of this #ayisafani debacle, I hope, is that it has taught white South Africans a bit about conjugation in isiZulu! The phrase, which translates as “it is no longer the same”, has been expertly used by the Democratic Alliance in a recent campaign across TV and social media.

Brand Politics: Unite and conquer

by Alistair Mackay (@almackay) What is the 2014 version of advertising that crosses racial divides? Segmentation strategy in South Africa is difficult: we don’t like to be treated differently, and we recoil from brands that pick up on any differences. That creates a tension for marketers.

Brand Politics: Voters as heroes and the art of brand loyalty

by Alistair Mackay (@almackay) How do our political brands get such fervent support, even in the absence of tangible products and services and, in some cases, poor or skewed records of delivery? If private sector brands could illicit such customer loyalty, their marketing directors would retire at 40 — rich, happy and fulfilled.

The Third Place: Trends in shopper marketing

by Louise Marsland (@trendlives), publishing editor, TREND. Shopper marketing is the fastest growing advertising category globally and is set to become one of the biggest growth areas in South Africa too. Yellowwood strategic marketing consultancy reports that in the past year, shopper marketing has taken an ever greater share of marketing budget, showing 21% year-on-year growth in budget allocation in 2012, globally.

The retail trading environment is tough and it is only getting tougher as recession-hit consumers shop for value and for the best deals they can get.

Retailers and brands are scrambling to keep up and the increasingly competitive trading environment in store has spawned a myriad of new media options in the last few years, aided by digital innovation and with the aim of targeting a consumer that is ever harder to please.

We spend so much time in malls that they are referred to as our ‘Third Place’ – after home and the office.

Amarula – the elephant in the global liqueur cabinet

by Herman Manson (@marklives) Amarula, the cream liqueur owned by Stellenbosch based Distell, has in recent years emerged as a global brand name that is achieving ongoing growth in numerous key markets including Brazil and Angola. Few consumers would guess that the brand launched in 1983 as a clear spirit with an alcohol content closing in on the 40% mark.

Distell was looking for indigenous ingredients with which to compete in a market which had just gone crazy for fruit flavoured liqueurs which ranged from strawberry to peaches to litchi. It picked the fruit from the Marula tree. The clear spirit was of middling success.

Six years later the cream liqueur we know today was launched. The lower alcohol content produced a softer taste and opened it to a wider audience. By 1991 it was being exported to the Netherlands and given an international brand focus. Today it’s exported to over a 100 markets.

Drinks International, a magazine devoted exclusively to the global spirits market, this year ranked Amarula as one of its fastest growing global brands at a time when rival Baileys (the biggest selling cream liqueur brand globally) experienced “sluggish growth” as did the number two cream liqueur brand De Kuyper which experienced a decline in its main US market. The Brazil, Paraguay, Uruguay triangle makes up its second biggest market for Amarula after South Africa and is followed in turn by Angola.