“Afrikaans-speaking consumers are aware, informed, progressive consumers who know what they want and who are loyal to their favourite products. Their buying power is among the strongest in the country,” says Denise Meadon, group head: marketing of Clover South Africa. “Afrikaans-speaking consumers have always been an important part of Clover's target market – in fact, since the inception of Clover.
“Clover is Proudly South African. Over the last years this company has become increasingly consumer-focused, meaning that we take South Africans' lifestyle into consideration when deciding on communication strategies. Afrikaans is part of our consumers' lifestyle. And Pendoring puts the cap on the active realisation of Afrikaans.”
“We regard campaigns such as these as a great encouragement,” says Dawid Brand, co-ordinator of Pendoring. “When sponsors take the lead with regard to Afrikaans advertising, it proves that a company has really bought into the idea of Afrikaans advertising and has put its money where its mouth is. And this is exactly what we want to attain with Pendoring.”
On the other hand, many companies are currently taking the decision to limit their advertising to English. “It is a question of cost versus idealistic forecasts,” says Meadon. “Companies should continuously weigh Afrikaans as language medium against meeting production costs. Sometimes marketers do, however, see the potential of communicating with Afrikaans-speakers in Afrikaans. Unfortunately, the final decision is usually a financial one and the decision is then not to include Afrikaans.”
Penwortel sponsors include: Ads24, Clover, FNB, Rapport, Toyota
