#OnShelf: New look for premium beer brand

by Louise Burgers. There’s a new brand update for Castle Lite; SA pet food brand scampers into Dubai; and new FMCG account wins and campaigns. 

Refreshing new look for Castle Lite 

Africa’s biggest premium beer brand, Castle Lite has a new look shrink and tray design across all its packs. The brand, which had its last update in 2018, has introduced its new packaging at licensed outlets across the country. Findings from consumer research indicated that consumers require products that are very easy to spot within a much-cluttered market so that they can have a seamless shopping experience. “With the packaging refresh, it was critical that the brand maintains its premium look which speaks to our high-quality taste, while giving us a more appealing canvas to connect with our consumers. We are excited to introduce our fresh new look with the same refreshing taste that consumers have come to love and enjoy over the years,” says Castle Lite brand director, Colleen Duvenage. The new look has an updated colour scheme with blue and grey blends making the packing more appealing and attractive. When researched amongst consumers, they noted that the new colours cue cold, premium, and refreshing.

SA pet care company invited to Dubai Expo

Montego Pet Nutrition, South Africa’s largest privately owned pet care manufacturer, has been invited by the Department of Trade and Industry (DTI) to represent the South African Private Sector at Expo 2020 in Dubai. Expo2020 in Dubai is a World Expo that seeks to inspire new business by showcasing the best innovations from countries all around the world. It is one of the biggest and longest-running global events, with over 190 nations now participating. This expo is an opportunity for businesses to rebuild the industries which took a knock during the pandemic, as well as further leveraging opportunities for growth and collaboration at an event where exhibitors from every corner of the globe will come together to showcase what they can offer. Montego is stationed at the South African Pavilion from 14 – 18 February 2022. “We are proud of the pioneering work that we’ve been doing in the industry from a local and global perspective, and we are honoured to present our innovative brands and product offering on this prestigious stage,” says Johan van Jaarsveld, Montego Pet Nutrition managing director.

NEW ACCOUNT: Exclusive distributor for Reebok in SA

Bounty Apparel, a subsidiary of Bounty Brands Group, has been appointed as the exclusive distributor for Reebok in South Africa and countries within SADC by Authentic Brands Group, a global brand development, marketing and entertainment company. Bounty Apparel is a leading distributor of premium international apparel and footwear brands in Southern Africa, including Vans, Jeep, Superdry, Hurley and Diesel. Reebok is a leading global sports and lifestyle brand with retail sales of more than EUR1.4 billion. The transfer of ownership of the Reebok brand from adidas to ABG is expected to close on February 28, 2022.

CAMPAIGN: Rum fun in the sun

The team at Suncamino Floral Rum, the world’s first floral infused rum from Cape Town, decided to mark this summer and the fact that it is now available in the UK, with a self-produced video that captures the personality of the brand. The result is a campaign that feels wild and picturesque – while showcasing adventure, lifestyle and friendships. Suncamino means ‘journey to the sun’. Stewy van den Berg and Inus Smuts of Suncamino Rum, set out with good friends, Michael Ellis (video) and Kleinjan Groenewald (photo stills), to create the fun campaign. View the Suncamino Floral Rum video.

Main image credit: Pixabay.com.

Louise Burgers 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 Agreement (AfCFTA) will be a global gamechanger in the next decade.

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