by Louise Marsland (@Louise_Marsland) Packaging and new product trends for 2014, across the consumer packaged goods markets globally, reveal the increasing use of vegetables in unique formulations; a growing focus on ‘extreme’ flavours; an emphasis on ‘clean’ ingredients and sustainability; and packaging innovation driven by changing consumer lifestyles.
Category archives: Marketing
Fair Exchange: Brands must have a purpose to win with people
by Erna George. Functional benefits such as ‘double the goodness’ or ‘three times the power’ are nowadays difficult to uphold as they are easily copied. And, with increased choice and consumer cynicism, they are no longer good enough.
The Dissident Spin Doctor: 10 things I learnt in 2013
by Emma King (@EmmainSA) This time of the year is rife with all the predications of what the ‘trends’ will be this year. But just as helpful is to be reflective and to look back at what’s happened over the past year and to think about what has been learned.
The Word: Peer-to-peer recommendations cut through the noise
by Mongezi Mtati (@Mongezi) If you are managing a brand, statistics point to word of mouth and authentic peer-to-peer recommendations as an effective solution, which means you need to trust your brand evangelist community and educate them enough to talk about you. At the very least, you should start building an inner circle.
Shelf Life: Incredible Connection pilots high-fashion stores
Louise Marsland (@Louise_Marsland)’s pick of new product, packaging and design launches this week: Incredible Connection rebrands with pilot high-fashion stores and a new retail philosophy; Sodastream bubbles on about its new brand ambassador; and Magnum uses tweets as currency to sweeten brand awareness.
Smart Africa TV: Guinness Africa on how it uses social media in Africa
by Russell Southwood (@BalancingActAfr) In this interview, Ross Haddow, brand manager — PR and Digital at Guinness Africa, talks about how the company uses social media; the size of its Guinness VIP platform; the increase in its digital advertising spend; and how he sees the future of social media in Africa.
Green Sky Thinking: Make time to make Christmas…
by Colwyn Elder (@colwynelder) Christmas and sustainability are not natural bedfellows. Or are they? As it happens, our lack of time seems to escalate towards year-end and we find ourselves quickly popping into a shop and buying cheap mass-produced Christmas decorations because it’s easy and quick. But, while they may appear cheap, once you factor in the costs of resource-intensive materials, manufacture and usually shipping, the hidden cost is to the planet.
The Sell: Why retailers should care about their shoppers’ homes
by Mimi Nicklin (@miminicklin) Just as homes are the physical and emotional centres of our lives, so too are they the focal point of our consumption and spending. Yet, when you walk around the store, how often do you see products and offers tailored to this powerful emotional context for our shoppers?
Shelf Life: Ka-ching! Cashing in on deals online
Louise Marsland (@Louise_Marsland)’s pick of new product, packaging and design launches this week: international sporting brand Erke launches in South Africa; Natural Spice spices up its packaging; a new distributor for Essie in SA; and another deals portal launches.
Smart Africa TV: Eryca Freemantle on beauty brands in Nigeria
by Russell Southwood (@BalancingActAfr) Eryca Freemantle talks about how the international makeup brands are investing in Africa.