by Herman Manson. While the two agencies combined officially as of 1 June 2020, the integration process will last through the rest of June 2020.
Tag archives: yellowwood
Extract: Africa culturally predisposed to succeeding in future world of work
by Amanda Murray & Nokuthula Radebe. Africa’s rich diversity dividend and existing informal economic structure and skills acquisition processes closely match those of the emerging global gig economy.
Extract: Impact on industries in Africa’s future world of work
by Amanda Murray & Nokuthula Radebe. Africa’s cultural comfort with diversity and informal short-term work means that the continent is well-placed to access the future world of work.
Refilwe Maluleke appointed MD at Yellowwood
by MarkLives. Marketing strategy consultancy, Yellowwood, has announced the appointment of Refilwe Maluleke as managing director.
Shelf Life: Grey creates Uber’s first local campaign
Uber SA ads launch with laughter, Ella instant cappuccino on shelf, and Firestone’s summer karaoke in a kombi — Cheryl Hunter’s weekly pick!
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.
Yellowwood
Yellowwood Future Architects is an independent marketing strategy consultancy with offices in Johannesburg and Cape Town. Our core competence lies in delivering solutions that link the business to the brand through marketing strategy, brand strategy, research insights, data analytics and strategic design solutions. We are curious about people, brands and the world around us and value unique perspectives, rethinking knowledge, creative innovation and experimental learning.