Brewster touches Canderel's sweet spot

Merisant South Africa, the brand custodian for Canderel and Equal sweeteners in Southern Africa, has hired Marcus Brewster Publicity to extend Merisant's brands from a strategic communications perspective encompassing all facets of PR activity.

"As market leaders, it was paramount to find a top agency that had a deep understanding of what we term brand PR and brand activation. We're already actualising the value with MBP's 'big brand' mentality in the consumer and premium domain," said Deshendri Reddy, Canderel & Equal's Brand Manager. MBP has been tasked to aid Merisant's marketing department to evolve the brand into a pleasure-centric entity.

The account will be managed out of Brewster's Johannesburg office. Brewster won the business in an intensive four month pitch.

Comments Brewster: "The Canderel and Equal accounts are amongst the biggest signed to the agency. More adrenalising than client's seven-figure deep pockets, is the opportunity to work on globally renowned brands with channels for the reciprocal transfer of ideas and innovations.

"Winning the Canderel/Equal account is a reaffirmation of our strategic positioning as a top brand PR consultancy as well as the realisation of our credo 'Best Staff, Best Clients, Best Brands'."