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Louise Marsland (@Louise_Marsland)’s weekly pick of recent product, packaging and design launches:

  • Dove calls on all South African ‘real’ women
  • Philips unveils a portable shockproof speaker
  • Liqui-Fruit takes to the roads and social media, and
  • Jockey takes to the streets in Botswana

Are you a ‘real’ woman?

Dove Wants You posterOkay, what makes a ‘real’ South African woman? Dove aims to find out in a local version of its internationally acclaimed ‘real woman’ campaign series.

Dove South Africa launched its new campaign this week with a Facebook page and a poster campaign, inviting real South African women to be featured in its latest advertising campaign. Women are invited to upload pics of themselves after they’ve taken the ‘Dove Beauty Bar 7 Day Test’ to the “Dove Wants You” App on the Facebook page. The result will be a mosaic of positive photo entries in the shape of a Dove logo to “inspire” women to celebrate their beauty — and try Dove soap of course.

Dove marketing manager Kate Swan explains that, by encouraging women to leave their comfort zones and reveal their natural radiance in public, the brand hopes to create a mosaic of positive photo entries that will inspire and motivate other women to try the Dove Beauty Bar for themselves:

“We’re doing our bit to boost women’s confidence and create a community of celebration and support.”

And sell more product, of course!

Philips gets Shoqed

Philips Shoqbox SB7200 - in useIn a latest new product announcement from Philips Lifestyle and Entertainment, the brand has unveiled its new wireless portable Philips Shoqbox SB7200 speaker, which is touted as both drop- and splash-proof.

It is powered by two neodymium drivers which are meant to offer loud and clear sound; Bluetooth streaming; a swipe sensor to skip songs; a built-in microphone for speaker phone; a voice prompt for feedback; and a built-in lithium battery – and is hardy enough to be dropped and splashed on, too!

It is being promoted to outdoor enthusiasts and rugged types, who also want their music with them, but with a ‘big sound’ and clarity that promises to be “exceptional”.

The motion sensor allows you to swipe to the next track, and two Shoqbox speakers with the smart sensor can be paired up for a house-party experience.

Recommended retail price is R1 299 and it is available from this month at select stores nationwide.

Social adds to vehicle branding

Brandyourcar.com: social media - PinterestMobile and transit media specialists, Brandyourcar.com, has ramped up the exposure offered by this type of out-of-home (OOH) transit media by linking brand ambassadors and social media influencers with brands.

Advertiser Liqui-Fruitis the latest to brand cars and use the drivers as brand ambassadors to post about the brand on social media platforms.

“In the past, Liqui-Fruit has used taxi advertising around national CBDs to communicate [its] ‘Nothing but Fruit’ advertising campaign. Now the brand has extended [its] out-of-home efforts by using Brandyourcar.com branded consumer vehicles,” explains Brandyourcar.com’s Pieter Groenewald.

Drivers aged between 22- and 28 years, who are outgoing and socially (virtually) well-connected, were preselected by Brandyourcar.com; and only drivers approved by Liqui-Fruit, as the perfect target market, were used. They were requested to upload comments onto their various social media profiles, upload pictures of their vehicles at their various points of convergence and start conversations around the brand. Through this, the traditional reach nationally around suburbs, CBDs, beaches, malls/shopping centres and gyms was multiplied for Liqui-Fruit.

“The medium gets people talking and interacting with the advertiser through the brand ambassadors and their access to fans and followers on their personal social media sites,” adds Groenewald.

Jockeying for position in Botswana

Jockey taxi branding in Botswana - Jockey or nothingUnderwear-brand Jockey has also used transit media to get its brand message across in Botswana, partnering with Provantage Media Group’s Africa division in a multimedia campaign, from billboards to taxi advertising.

The OOH campaign has 15 Jockey-branded taxis travelling on major arterial routes around Botswana, ensuring that the brand and the brand messaging are visible to commuters, pedestrians and motorists. To add to the taxi campaign, a huge billboard on a main road in Gaborone is meant to bring additional brand visibility.

Jockey billboardin Botswana - Jockey or nothing“In Botswana, many people use taxis as a daily mode of transport, whether it’s going to work and back or going to a retail hub. The taxi environment presents Jockey with the opportunity to communicate and engage with the commuter market, allowing the brand to be part of their daily lives,” says Hannes Joubert, account manager Provantage Media Group.

Each taxi operates for 12 hours every day, completes 11 trips per day and covers 8000km per month.

 

Louise MarslandShelf Life is a weekly column by Louise Marsland on MarkLives. Tweet new product, packaging and design launches to @louise_marsland or email her at louise.marsland at gmail.com. Want to sponsor Shelf Life? Contact us here.

Louise has written about the FMCG, media, marketing and advertising industry for 19 of her more-than-25-year career as a former editor of magazines AdVantage, Marketing Mix and Progressive Retailing, as well as websites Bizcommunity.com and FMCGFiles. Until its cancellation, she edited the weekly Wednesday Media & Marketing Page for The New Age newspaper. She is currently the publishing editor of industry trendwatching portal, TRENDAFRiCA,for consumer insight, research and trends in Africa.

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