#OnShelf: It’s summertime and brands are spicing things up

by Louise Burgers. Summer days are here and while nothing is normal, there are some new product launches that will add spice to the warmer days, including a big brand relaunch from Simba; Bos with Fruit Icys to cool things down; and Betadine helps nails get summer ready.

Turning up the heat

Simba, long part of South Africa’s history, has unveiled one of its largest brand relaunches to date in celebration of the rich flavours of South Africa and to emphasis what the Simba brand does best – bringing people together socially at a time when connections are important. “People are feeling the need to connect now more than ever,” said Agnes Kitololo, platform director, potato chips, PepsiCo Sub-Saharan Africa. “Simba can be the catalyst for rebuilding those meaningful connections with family and friends. That’s what the relaunch campaign is all about… modernised and more vibrant, without losing any of its heritage.” The relaunch campaign aims to bring new energy to the 60-year-old brand with a “brave” TV commercial, radio, an OOH campaign, collaborations with up-and-coming fashion designers, a dance track from Amapiano star DJ Maphorisa, as well as more contemporary packaging, new authentic SA flavours (Chakalaka and Chilli Biltong), state-of-the-art point-of-sale and billboard elements, and digital and social touchpoints.

Said Simba chief marketing officer, PepsiCo Sub-Saharan Africa, Giulia Iorio-Ndlovu, “This is the biggest relaunch in 10 years. The relaunch journey has helped us fall in love with our brand again. We have learned to be humble, to pause and reflect on our last years, re-connect with our consumers again and have the courage to think big and celebrate what we believe in. It was the right time to rejuvenate our brand, when we have the insights and the boldness we need – and now we’re ready to roar louder than ever!” The new Simba TVC is by leading SA director Tebza Malope, ad  takes a unique musical approach, featuring a song composed using the expressive sounds we make when enjoying the different flavours of our favourite Simba chips. The track was produced with DJ Maphorisa, just in time for summer-jam playlists. Dancers were directed by choreographer Nhlanhla Mahlangu – and were tasked with bringing each flavour to life on screen. Emerging fashion designers were commissioned to create a tailor-made wardrobe for the dancers and bespoke pieces were created for each Simba flavour by designers such as Peace by Khotso, Happyviille, Refuse, Deuce, Nao Serati, Art Club and Friends, and Swanker.

BOS Brands launches Fruit Icys

To mark its 10^th birthday, the makers of BOS Ice Tea have launched a fun new summer product to cool down the hot days. BOS Fruit Icys are a healthy freeze-at-home fruit ice confection. Made with a combination of organic rooibos and real fruit juice, with no added sugar or preservatives, they are a dairy-free refreshing treat for the whole family. They are available in three flavour variants: cherry, grape and tropical. BOS Brands chief operating officer Will Battersby, said: “We look forward to introducing our latest innovation to our BOS fans. We continue to find new ways of sharing the quirky fun that characterises our brand, while delivering a premium range of products all linked to rooibos.” Earlier this year BOS Brands launched functional rooibos shots, as well as the BOS Sport Pro recovery drink for athletes. RSP is R69,99 per six pack and they can be found on store shelves with the ice teas, or via the BOS online store.

Nailed it

Betadine has launched its nail treatment range in South Africa to help get feet looking healthy and polished for summer. Shannon te Roller, GM of Mundipharma SA, distributors of Betadine products in Southern Africa, says unsightly nails on feet and hands are a real part of the social anxiety of stepping out into summer weather. “But feet can now be prepared to put their best selves forward with our exciting new Betadine Emtrix Fungal Nail Solution. The product is clinically proven to improve nail appearance in one week – and it’s the number one nail solution in the USA, Sweden and Taiwan.” Betadine Emtrix Fungal Nail Solution is used to treat discoloured and deformed nails resulting from fungal infection or psoriasis – and within eight weeks, it improves nail thickening, discolouration, brittleness and softness.

Louise Burgers (previously Marsland) is the Publisher and Editor and Co-Founder of RetailingAfrica.com. She has spent over 20 years writing about the FMCG retailing, marketing, media and advertising industry in South Africa and on the African continent. She has specialised in local and Africa consumer trends and is a passionate Afro-optimist who believes it is Africa’s time to rise again and that the Africa Continental Free Trade Area (AfCFTA) will be a global gamechanger in the next decade.

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