by Emma King (@EmmainSA) The previous year was a big one for me. I made the jump and started my own business — and, of course, with such a massive change, came massive learnings. So, without being deadly serious, here are some of the things that I learnt in 2014
Category archives: Marketing
#ShelfLifeTop10: Best product, packaging & design launches of 2014
by Louise Marsland (@Louise_Marsland) These are some of our favourite designs, launches, activations and new products, featured in Shelf Life during 2014, in the FMCG and marketing communications industry in South Africa…
Motive: A chocolate by any other name is not a jam
by Gail Schimmel (@GailSchimmel) According to a recent press release from attorneys Adams & Adams, Italian confectionery giant, Ferrero S.p.A., has initiated legal proceedings against local jam producer, Roscherr’s Fine Foods. The real issue here is not so much the law and the precedents it will set but the psychology of the matter.
The Sell: The Christmas that marketing made
by Mimi Nicklin (@MimiNicklin) When one delves a little deeper, nearly everything I describe as “Christmas spirit” is nearly 100% created by either retail activation or marketing magic of some kind.
Shelf Life: Agencies on the move
Louise Marsland (@Louise_Marsland)’s weekly pick of recent product, packaging and design launches: new views for several agencies and media; Scottish Leader whisky refreshes; Coke gets social and Black River amps Vuzu.
Africa Style: Commitment to the cause
by Masingita Mazibuko. In Sliding Doors, a woman’s love life and career both hinge, unknown to her, upon whether or not she catches a train. The audience sees her life play out both ways, in parallel. So, choices — they impact us upon personally. They also impact upon us as marketers.
Fair Exchange: Call me!
by Erna George. So many brands that do initiate conversations seem to take the role of a parent talking to a child: the conversations are one-sided, directive and sometimes distracted. What with the shift in power towards the consumer (slow though it may be in South Africa), the opportunity to have dialogue as equals is enormous.
Brand Politics: Remaining revolutionary — the challenges of leadership
by Alistair Mackay (@almackay) How ruling parties in post-colonial democracies in Africa respond to their decline is one of the most important tests for a new democracy. Leading private-sector brands are put to the same test: do they respond to declining relevance by reinventing themselves or do they fail?
Beyond Borders: Retailers’ reality — the need to move north
by Craig Page-Lee (@cpl_ignite) We all have a reliance upon, and a relationship with, grocery retail brands in South Africa, and I have become curious as to where else on the continent these various organisations have migrated and “set up shop”.
Shelf Life: Capitalising on geographic protection for Rooibos
Louise Marsland (@Louise_Marsland)’s weekly pick of recent product, packaging and design launches: Robertsons adds fizz to a Sauvignon Blanc launch; Webtickets and Pick n Pay partner; Russian Bear’s new festive season launch; and Rooibos capitalises on geographic protection.