Cheryl Hunter (shelflife at’s weekly pick of all things new — product, packaging, design, insight, food, décor and more!

  • Joe Public shifting condom use with Max
  • New packaging and Life for Coca-Cola South Africa
  • Lux creates jewellery with Jenna Clifford

Maximising growth by design

With government-issue condom usage having been in steady decline since 2012, the Society for Family Health partnered with brand-design specialists Shift Joe Public, to create a relevant and engaging new brand identity for free condoms.

Max has replaced the former Choice condom brand. Its name plays in many areas relevant to condom usage — from maximum quality and maximum protection to maximum pleasure — pushing relevancy and intimacy and creating a “street” tonality.

Says Shift Joe Public creative director, Simone Rossum, “With a completely new conceptual identity, from design and logo to the brand’s look and feel, this fresh visual positioning is strong, clean, simple and contemporary, appealing to both male and female users. The identity also creates a brand that South Africans want to engage with, are not embarrassed to use, and will feel a connection and loyalty towards it.”

To further strengthen trial, Max introduced consumers to three new scents with complementary designs in grape, banana and strawberry, all of which complement the “original” or blue wrapper condom.

“Creating a completely new brand identity is what we love to do, because it allows us to connect strategy with creative, building a strategically led design. Not only are we proud of the brand we have partnered with to create, but we are proud of playing a small part in changing the way consumers think when it comes to condom usage, a practice that has and will prove critical to the growth of our country.”


As you like it

The second phase of Coca-Cola’s One Brand strategy launched this month, highlighting new packaging to ensure a single visual identity, with red as a unifying colour, and the introduction into South Africa of Coca-Cola Life.

The one-brand strategy is a global marketing approach that unites the various variants — Coca-Cola Original, Coca-Cola Light, Coca-Cola Zero and Coca-Cola Life — under one brand name: Coca-Cola. The aim is to extend the global equity and appeal of the original brand name across the trademark.

In SA, the first phase of the strategy kicked off with the “Enjoy the Feeling” campaign in May. The second phase helps consumers identify the different products: black for Zero, silver for Light and green for Life.

Coca-Cola Life, the company’s first reduced-kilojoule sparkling beverage, sweetened with cane sugar and stevia leaf extract, contains 37% less sugar than Coca-Cola Original.

Says, Sharon Keith, marketing director, Coca-Cola Southern Africa, “As a brand, we believe that it is imperative to listen to what consumers are saying — not just globally, but also on local soil. We have been working toward reducing kilojoule content across our portfolio, and we plan on taking this even further in the future. We will continue innovating with One Brand, offering consumers a whole range of products with great tasting, low- and no-kilojoule options.”

Coca-Cola Life will be rolling out in stores in Johannesburg, Cape Town, Durban and Port Elizabeth from mid-September 2016.


Luxurious Jenna

A collaboration between beauty brand LUX and jewellery designer, Jenna Clifford, has seen the launch of a new limited-edition range of jewellery.

The project was inspired by a shared passion for female empowerment: Clifford partnered with two promising young jewellery designers, Mbali Thabethe and Nomonde Zwane, to create the range by drawing upon their personal stories and using fragrance as the inspiration in their lives to guide the creative process. These two designers were assisted and coached by Clifford through the design process, providing them with invaluable experience and providing LUX with beautiful pieces.

Worth R400 000 in total, the pieces may only be won by entering a radio competition which closes on 31 October 2016: brand ambassadors Pearl Modiadie and Dudu Khoza are giving the pieces away on their respective radio shows.


Cheryl HunterShelf Life is’s weekly column covering all things new. Notify us of yours at shelflife at marklives dot com. Want to sponsor Shelf Life? Contact us here.

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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