Shelf Life: 1st For Women changes the conversation
Cheryl Hunter (shelflife at marklives.com)’s weekly pick of all things new — product, packaging, design, insight, food, décor and more!
- 1st For Women gives men a break
- Bliss Brands adds Vipec
- Chivas Regal rewards bartenders
Women still 1st
We live in a time of rapid idea evolution and it’s good to see corporates using research to implement relevant change — such as 1st for Women taking a huge step to abandon its long-term battle-of-the-sexes stance.
Says Casey Rousseau, marketing manager for 1st for Women, “We recently conducted research to better understand [the] women of today. This research highlighted a revised female code: a shift from the struggle for female independence and dominance to the right to personal identity and choice. Today, it’s no longer about being better than men, or the differences that exist between the sexes, but rather about gender acceptance and greater independence on women’s own terms. It’s all about redefining women and their multiple, integrated roles and supporting them to be the best that they can be.”
This has prompted the women-centric insurance brand to change its core messaging to inspiring confidence in South African women and to bring its new positioning, #weputyoufirst, to life with a TVC created in partnership with Publicis Machine.
The ad illustrates a social experiment where mothers are asked why they think their daughters are doing so well in life. Their daughters are then asked the same question. Not one of the women interviewed takes credit for all that they have achieved — not one of the women puts themselves first.
“That’s why we put them 1st. We want to inspire South African women to reframe the conversation — it’s not about what we aren’t. It’s about celebrating women just as they are, acknowledging their value and letting their inherent confidence shine,” concludes Rousseau.
Vipec on shelf
Homecare manufacturer, Bliss Brands, has added new all-purpose active cleaner, Vipec, to its stable, showing that a proudly South African brand can stand up against the multinationals within the category.
Over the years, Bliss Brands has added to its variety of products, including MAQ Fabric Conditioner, Rigor Thick Bleach and MAQ Dishwashing Liquid, as well as Securex soap.
Says Jacqueline Jacobs, Bliss Brands sales and marketing director, “At Bliss Brands we are strong believers in manufacturing products that are affordable, without compromising on quality. We pull this philosophy through everything that we do, from branding to advertising to roadshows. We always produce quality and also give quality back to our loyal consumers via campaigns that are purely centred [on] them. On our latest campaign — MAQ4Moola — we are giving 200 people R5 000 in cash. We are putting quality and quantity back in their pockets.”
As part of the launch for Vipec, the MAQ Roadshow team will be visiting various areas in SA and Botswana, alongside a nationwide radio campaign.
Vipec is available in three Zesty Lemon, Fresh Potpourri and Gentle Lavender, and may be purchased from leading retailers.
Slinging cocktails with Chivas
The Chivas Masters Competition took place in SA this month for the first time since its launch three years ago, giving 10 of SA’s up-and-coming bartenders the opportunity to compete with one other. The winner of the SA leg of the competition, Johan Blaauw, impressed the judges with his personal story and dedication to the craft of bar keeping.
Chivas Regal adapted the global cocktail mixing competition so that it not only had the elements of a world-class competition but was also used to develop the bartender platform as a respected profession, engage with bartenders in iconic bars of the world and empower the skills set of the tradesmen.
This year, the global competition took place in Johannesburg and will make its way around the world before finalists from across the world gather in Shanghai in June 2016.
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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