#OnShelf: New products & campaigns

by Louise Burgers. PUMA opens more stores; Tetley adds vitamins to its Green teas; Steenberg Wines lauded; and TFG’s Relay Jeans defines itself in new campaign.

PUMA expands retail footprint

PUMA is expanding its bricks and mortar retail footprint by opening full price and factory outlets stores, as well as a SELECT Pop Up store which will be home to the brand’s top-end collabs and streetwear collections. This includes top brands such as PUMA X Ami, Vogue and Coco-Cola. Part of the expansion will include relaunching the 800 sqm Springfield Factory Outlet Store in Durban, that was destroyed in the 2021 riots. “We have expanded our footprint of PUMA stores to cater to the growing demands of our thriving PUMA fam,” said Kirill Kazarov, head of retail PUMA South Africa. “We also are able to increase in-store stock levels, including plus size options and our sustainability product.”

Tetley’s Green teas now fortified

Tetley, has launched two new Green teas that are fortified with added vitamins. These variants merge popular, fresh flavours and added vitamins. The new Tetley+ Mango flavoured Green tea is fortified with Vitamin B5; while the Tetley+ Peach & Orange flavoured Green tea contains added Vitamin C. “We have done a lot of research into the drivers behind Green tea consumption, as well as popular flavours, and benefits that the South African consumer is seeking out,” explained Candice Sessions, Tetley marketing manager. “Green tea is often consumed for its health benefits, but not everyone enjoys the taste of Pure Green tea. With our new range, we’re stepping up the existing health benefits of Green tea by adding vitamins, while making it accessible to all through popular flavours.” Tetley tea partner dietician, Mbali Mapholi, points out that Vitamin B5 and Vitamin C are vital for improved body function and health.

Atkin lauds Steenberg Cap Classique & Sauvignon Blanc

Steenberg’s signature Lady R Cap Classique and The Black Swan Sauvignon Blanc, both flagship wines of this idyllic farm in the Constantia Wine Valley, garnered high acclaim once again in Tim Atkin’s South Africa 2022 Special Report. With medals of excellence and scores of 93/100 for Steenberg Lady R Cap Classique and 92/100 for Steenberg The Black Swan Sauvignon Blanc for the last three consecutive vintages, Atkin underlines the consistency of these top tier wines. The just released Steenberg Lady R Cap Classique 2017 grande cuvée, is a seriously structured yet elegantly nuanced and vibrant blend of Pinot Noir and Chardonnay. Atkin, who considers the 2017 vintage among the best ever Cape harvests, describes Steenberg Lady R as ‘complex, focused and taut’. Resonating the courageous life of Catharina Ras, Steenberg’s inspiring 17^th century founder, Lady R is a celebration of her ever-present legacy in the passion and determination of the entire Steenberg team. Steenberg is synonymous with Sauvignon Blanc and The Black Swan 2021.

CAMPAIGN: Relay Jeans brand goes Undefined

The Foschini Group’s (TFG) denim brand, Relay Jeans, has launched a new instore and digital campaign, dubbed Be Undefined. The campaign, which it conceptualised and executed with its partner agency RAPT Creative, is about empowering individuality and “opening up the beauty of great denim to everyone”. The campaign comes as the brand sets to show how it has evolved over the years with its customers – moving from purely prioritising its functional benefits, to immersing itself in the local denim culture. They hope to achieve this by unearthing and sharing real stories and denim experiences that are relatable to customers. The campaign features Kagiso ‘Khujo’ Malefane, Tshepo Mogorosi, Sibangani Ncube, Mahlatse ‘MJ’ James, Marvin Louis, Mandla Thabethe and Kalo ‘K.Dollahz’ Canterbury. “South Africa has an ever-evolving denim culture that has been expressed and experienced in different ways over the years,” said brand lead, Kaybee Ntloana. “To put a spotlight on the local denim culture movement, we have launched this fresh campaign that will live across all our 113 stores in Southern Africa and across all digital platforms.

VIEW: Campaign link on Instagram.

Main image credit: Supplied.

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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