by Uno de Waal (@Unodewaal) This week on Design Annotator we’re highlighting: Thandiwe Tshabalala’s illustrated GIFs; Cape Town-based illustrator Ninjabreadboy; graphic designer and art director Aldo Pulella; Greg and Roché Dry, founders of Egg Designs; Hanro Havenga’s BestRand photo project; train surfing in SA doccie; Cloudy With a Chance of Pixels; the Russian Bear #UrbanExpressions campaign; 2014 Cinemark Cannes Young Lions winners; and ANC and DA election TVCs.
Tag archives: case study
Amarula – the elephant in the global liqueur cabinet
by Herman Manson (@marklives) Amarula, the cream liqueur owned by Stellenbosch based Distell, has in recent years emerged as a global brand name that is achieving ongoing growth in numerous key markets including Brazil and Angola. Few consumers would guess that the brand launched in 1983 as a clear spirit with an alcohol content closing in on the 40% mark.
Distell was looking for indigenous ingredients with which to compete in a market which had just gone crazy for fruit flavoured liqueurs which ranged from strawberry to peaches to litchi. It picked the fruit from the Marula tree. The clear spirit was of middling success.
Six years later the cream liqueur we know today was launched. The lower alcohol content produced a softer taste and opened it to a wider audience. By 1991 it was being exported to the Netherlands and given an international brand focus. Today it’s exported to over a 100 markets.
Drinks International, a magazine devoted exclusively to the global spirits market, this year ranked Amarula as one of its fastest growing global brands at a time when rival Baileys (the biggest selling cream liqueur brand globally) experienced “sluggish growth” as did the number two cream liqueur brand De Kuyper which experienced a decline in its main US market. The Brazil, Paraguay, Uruguay triangle makes up its second biggest market for Amarula after South Africa and is followed in turn by Angola.
Carling Black Label ‘Be the Coach’ case study
A quick snapshot of the Carling Black Label ‘Be the Coach’ case study presented by Lynne Gordon (@lynne_gordon), General Manager – Brandtone South Africa, at Mobile Entertainment Africa.
South Africans are crazy about soccer – 63% are avid soccer fans, and 80% of these are fanatics, spending time weekly supporting their teams.
Every man believes that he can do a better job than the coach. Shouting from the stands or from his couch, his voice goes unheard.
Carling Black Label allows every fan to “Be the coach.”
The challenge: How to we make it possible for every Champion man to coach their team? Mobile is everywhere 27 million South African adults own a mobile phone!
Quick case: Allan Gray – growing its market share from 3.9% to 16% in eight years
Allan Gray, a successful but niched Cape based asset management firm, decided to extend the business into the retail sector with the launch a unit trust company, in a market dominated by a handful of big brand asset managers (such as Old Mutual and Sanlam) and specialist investment organisations (like Coronation, Investec etc.).