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Expanding the magic of Madam & Eve
The early success of the Magicmaid co-branding venture with Rapid Phase, under the Magicmaid Madam & Eve brand label in PnP Hypermarkets, has resulted in the brand now being made available in PnP supermarkets throughout the Gauteng and Free State regions.
Consumers have supported the Magicmaid brand, with scan data showing that almost 80% of initial stock sold into PnP Hypermarkets has sold out. In a category dominated by multinational giants Unilever, Reckitt Benckiser, Colgate Palmolive and SC Johnson, these results see consumers strongly supporting a small 100% South African owned newcomer.
ALtX listed SAFIC Holdings have hit the mark with Magicmaid. Results from a survey amongst 3,000 consumers during December 2007 demonstrated that consumers saw a perfect fit between Madam & Eve (South Africa's leading comic strip duo) and the Magicmaid Household cleaning and detergents brand. They saw the Magicmaid range as fun and unique, easily identifiable, reasonably priced and were impressed with its cleaning performance. Encompassing a range of 13 products, each label bears a unique fun cartoon of Madam & Eve.
