Shelf Life: A tall order for the Heineken brand
Louise Marsland’s (@Louise_Marsland) pick of new product, packaging and design launches.
Alcohol brands dominate this week with Glenfiddich whiskey celebrating 125 years this year; Avondale wines launching sustainable new packaging; a tall order for the Heineken brand; and Danone extends its school programmes.
Groove with Glenfiddich
Premium whiskey brand Glenfiddich, which this year celebrates its 125th anniversary, is launching an exclusive Groove Lounge Series of events nationally to celebrate and expose a younger, upwardly mobile consumer to the brand.
The 20 events will launch in May and are intended to be a sensory experience for the few hundred invited guests, clients and competition winners.
Lauren Kuhlmey of Edward Snell, the marketing manager for Glenfiddich in South Africa, says they want to rejuvenate the brand and open it up to new consumers.
“We often find in a whiskey malt category, that whiskey drinkers are more mature. But there is a younger consumer out there with disposable income, looking for premium brands and who is open to being educated in single malt whiskeys.”
She says they hope to provide a total experience with the pop-up Groove Lounge at selected venues around the country, by introducing food parings and partnering with neo-soul artists to provide the Afro-jazz vibe.
“It is not a large scale party. It is an exclusive event. We want to educate consumers by offering a platform to come and engage with the brand, taste the brand and understand the brand,”Kuhlmey said.
Paarl’s Avondale wine estate has imported lightweight and sustainable glass bottles from Vereria Etrusca in Italy for its 2010 vintages of Cyclus, Camissa and Anima.
Avondale’s approach with its wine farming is to combine organic and biodynamic farming methods with modern science.
Avondale owner, Johnathan Grieve explains: “We consciously choose packaging materials that reflect our environmentally-aware approach to farming, and we are guided by our belief that a healthy environment is integral to the creation of premium wines.”
In addition, Avondale uses FSC-accredited corks for its range of nature-friendly wines.
Grieve says the brand intends rolling out the new packaging across its entire range as each new vintage is released. “We view our packaging as a progressive endeavour – one that will constantly evolve as we continue to grow and improve our methods.”
More brands need to look for opportunities to assist in the sectors in our country that need it most, such as health and education. Danone covers both bases by sponsoring a programme to educate children and their parents about healthier eating habits.
The aim of course is to promote dairy and specifically, Danone’s NutriDay yogurt brand.
The NutriDay branded educational material does cover specific learning outcomes for primary school kids across various subjects with the core message being good nutrition among children, such as personal care for a healthy body; sustainable living for a healthy planet by re-cycling; and making healthy food choices for a healthy mind.
The 2013 NutriDay programme will be rolled out in 1000 schools nationwide.
Ole for Olay
Oil of Olay is as synonymous as drive-ins, sunny skies and Chevrolet. Our moms used it and it was often the first skin cream used by their daughters. Olay, as it is called now, has just launched New Olay Even & Smooth Day Cream with local brand ambassador, Gail Mabalane (nee Nkoane) as the face of a new campaign.
New Olay Even & Smooth Day Cream formula helps to even skin tone, protect against sun damage, control oil and moisturise.
Mabalane describes the new 4-in-1 skincare regime as “no frills and a necessity”.
Olay is 60 years old and was created by South African Graeme Wulff in 1952. It is part of the P&G stable.
It’s a wrap with Heineken…
It’s been getting a fair bit of media attention, but if you haven’t yet seen it yet, here’s the spectacular Heineken building wrap in downtown Johannesburg. The building is the Penmore Towers and the total area size of the 3D wrap is 6000 metres. It’s all part of a brand awareness campaign for Heineken, from lead agency M&C Saatchi Abel in conjunction with Notabene and Kinetic. Encyclomedia was brought on board to enhance the original artwork.
– 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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