Several among South Africa’s design and packaging elite – including Afripack Consumer Flexibles, Fima Films, Mondipak, New Era Packaging, New Era Labels, Nampak Flexible, Nampak Cartons & Labels, Paton Tupper, Polypak, Shave & Gibson, and more – have contributed significantly to the impressive project and many were present for the big unveiling.
Mike Cathie, commercial director for Snackworks, is confident that the latest campaigns will breathe new life into the company’s stable of champions. ‘The relaunch will inject fresh personality into the featured brands and entrench the company’s position as a leading supplier of biscuits and snacks in Southern Africa,’ he confirmed in his opening address to a packed audience of Snackworks’ suppliers, customers and media. ‘The fresh look shows that our traditional brands, some of which are 160 years old, can compete with the best of the latest and younger brands and reflect the changing demands of our target market.’
Strategy for growth
After several years off air, Blue Label Marie biscuit and Tennis biscuit TV commercials return, accompanied with outdoor billboards, sampling and specific activation campaigns. Both products are now presented in eye-catching flexible packaging designs with striking red-ribbon print around the belly. There’s also new power-packaging for Zoo, Tennis, Jolly Jammers, Jambo’s, Eet-Sum-More, Strawberry Whirls, Romany Creams and Chockits biscuits.
Additions to the families are smaller, more affordable 70g Blue Label Marie and 50g Toppers packs, aimed at satisfying emerging market demands. The biscuits are priced at key price points, offering more affordable packs.
‘Informal traders and consumers show clear preference for the brands and we want to share them with a broader segment of buyers,’ says Douglas Place, emerging markets marketing manager. According to Douglas, this fresh approach also unlocks huge growth potential for Bakers’ best loved brands.
Provita crispbread has been around since 1926! This year, says Jeanne Rosenberg, Bakers marketing manager, its iconic brown paper wrapping that has reflected health and homely goodness gets a contemporary look, while retaining its traditional appeal.
Striking new packaging designs were also revealed for Willards, including popular chip brands such as Flanagan’s, Big Korn Bites, Crinkle Cut, Original Cut, CheasNaks, Cheese Curls and Bakers Street Jumpin’ Jack popcorn and Diddle Daddle. ‘The new packaging does a better job of communicating with consumers and brings the brands to life on shelf. New flavours will also be revealed soon,’ discloses Julia Dawson, Willards marketing manager.
Willards is also behind a corporate initiative, Dance Against Drugs, to raise awareness and combat drug and alcohol abuse among South African schoolchildren. ‘The company is determined to lead the fight against drug use in South Africa by using a medium that talks to today’s youth. Through Hip Hop we can communicate in a language and an art form that teenagers understand and consider cool,’ explains Julia.
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