by Oresti Patricios (@orestaki) [2nd 5 of 10] And the winner is… Here is the second half of my entirely subjective countdown of the best of the Best Ads of 2013. It was a good year, so everyone’s a winner (as they say).
We’ve passed the winter solstice, which means that summer is not too far off. For most South Africans it’s the season of fun in the sun. There’s so much to look forward to: longer daylight hours, braais, swimming… and then there’s the mosquitoes. Well, everything good must have a downside, or so they say.
But the reality is that those whiney bloodsucking vampires are incredibly annoying! Somehow they always find the most annoying place to bite me – like on my knuckle, my ear or my elbow. The worst part, though, is the whining sound as they start to dive-bomb, about twenty minutes after I turn out the light… or just as I’m about to drift off to sleep.
Tabard has established itself very solidly over the years as a household name in South Africa, and several other African countries, due in part to its easy application and not-too-unpleasant scent. But mostly because of its effective ability to banish the blood-sucking scourge that’s the mosquito.
Given that that the Tabard brand is familiar and well entrenched – owners the Acorn Group say it is Africa’s “most trusted insect repellent” – what’s important to the brand is that it remains relevant.