#OnShelf: Champagne campaigns, to in store surprises

by Louise Burgers. It’s great to see some interesting and fun point of sale appearing in major retailers, meaning shoppers are finding their way back in store, as we (hopefully) move closer to the end of the pandemic.

Pongrácz shakes things up with Amanda Du-Pont

Pongrácz has a bold new look this year and to celebrate, the brand has recreated a rousing rendition of Sinatra’s classic song, My Way. It’s a fitting, uplifting anthem to those individuals living their lives and celebrating their success on their own terms. Amanda du-Pont, model, actress, businesswoman and self-made maven of skincare line, lelive was chosen as the key note of the campaign. “This campaign resonated with me so strongly because I’ve always done things my way. It’s a celebration of living a life that is authentically yours, says Du-Pont. Three more influential South African women who personify Pongracz’ celebration of bold, beautiful, bespoke confidence are also part of the new campaign: renowned stylist and photographer, Gabbi Kannemeyer; founder of Hermosa Flora cosmetic range, Mbali Sebapu; and founder of Love Kinks haircare, Sinovuyo Mondliwa. “We really wanted to celebrate our new look, as well as the fact that life is best lived on one’s own terms,” says Reagan Clay, Pongrácz brand manager. “Especially considering the last few years we’ve all had, it’s time to break out the bubbly while breaking out of the moulds we used to feel pressured to fit into.” To view the music video, visit https://pongracz.co.za/your-way/.

Point of sale appears in stores again

While Christmas was muted after the Omicron Covid variant hit with little warning, it seems as if retailers are again going all out this Easter with huge Easter egg displays; as well as other point of sale to drive sales; or linked to product promotions, prizes and events. While price still remains the main reason for most promotional displays right now – and this will continue all year, especially with the war in Ukraine delaying global economic recovery – it is good to see brands investing in in store promotions again.

Samsung’s WindFree air conditioner

Samsung’s energy efficient WindFree Air Conditioner home appliance models provide a welcome relief from the harsh temperatures. Energy efficiency is factored into the design – useful in a country where high energy costs hit us even harder in the winter, as we all try to stay warm. This air conditioner claims to ensure that room temperatures remain regulated according to your preferences – through summer and winter months. Another bonus is the Good Sleep mode, an innovation that automatically manages the temperature of your room while you are sleeping to optimise the various stages of your sleep cycle. It also includes a specialised filter to keep the air in your home clean and hygienic. The Tri-Care filter is made up of three layers that reduce harmful particles to help maintain healthy indoor air quality. Each layer captures large dust particles, fibres and even animal hairs, and also includes a Zeolite Coating Filter that reduces viruses, bacteria and allergens.

CAMPAIGN: Nando’s art initiative

In September 2021, Nando’s Pinecrest in KwaZulu Natal unveiled a poignant art piece – a charcoal drawing by artist Nkoali Nawa that commemorates the African spirit in the face of adversity.  The unrest in July 2021, which saw shops looted, buildings burnt, and people and communities affected by outbreaks of violence, was followed by recovery, rebuilding and restoration. Nkoali, who is part of the Nando’s Art Initiative in partnership with Spier Arts Trust, was commissioned to create artwork using a charcoal medium for six Nando’s restaurants that were affected by the unrest. The idea behind choosing charcoal artwork is to show that beauty can rise from ashes. The first artwork was placed at the Pinecrest restaurant after it reopened after being damaged during the unrest; and the remaining five pieces were unveiled last week and have found a home at the Berea Centre, Umlazi, Empangeni, Umgeni and Church Street restaurants. Each artwork carries a message of empathy and hope. It is a gentle reminder of what the has country experienced and highlights the resilience of South Africans. Nando’s GM marketing: brand strategy and communications, Justine Cullinan says Nkoali was commissioned to create the pieces specifically because of his unique ability to bring through the human spirit in his work. “His comprehensive body of work is enlightening. The symbolism tells a story through its beautiful simplicity with charcoal and evokes a range of emotions. We hope these art pieces will be a reminder of what we can achieve through sheer determination.”

Main image credit: Pongrácz.

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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