Marketing & Media Galleries in South Africa

APEX Awards 2016 - iliadin® "Man Flu"

A Change Silver APEX award went to Joe Public Ignite For Merck Iliad. In 2014, iliadin®, the biggest brand in the Merck Consumer Healthcare portfolio began to lose market share. This strong and healthy brand momentarily let its immune system weaken, giving the competition the opportunity to spread through the market and contaminate our share.

8 Jul 2016 13:06

APEX Awards 2016 - "Africa is Absolut"

A Change Silver APEX award went to NATIVE for its Absolut Vodka campaign for Pernod Ricard. Absolut Vodka is a well-recognised global icon, but its global success has not always been mirrored in South Africa. In recent years the brand has under come under threat from the proliferation of newer, flashier premium vodka brands, and it has lost market share as well as brand relevance. It became clear that a strategic intervention was required in order to restore the Absolut brand's relevance and status as the global icon it once was. NATIVE VML and Pernod Ricard teamed up to implement a truly integrated campaign for the brand, which would rock the premium vodka category. As a result, "Africa is Absolut" was created....

8 Jul 2016 13:01

APEX Awards 2016 - 1818: Lighting Up Moments to Ignite Sales

Smirnoff 1818: How 'Light Up the Moment' transformed a vodka brand to rival the South African beer market. In 2012 Smirnoff 1818 had reached a volume ceiling; trading purely on price within the white spirits category. Brandhouse approached J Walter Thompson to reposition the brand against a shifting South African consumer landscape and expand its potential while sourcing volume from the hugely dominant mainstream beer drinking ritual. An idea was born out of the insight that the brand needed to deeply connect to the hearts and minds of both older, traditional loyalists and a younger, more aspirational set. An idea that harnessed the power and raw appeal of vodka consumed in social occasions. This allowed us to step more provocatively into beer drinking occasions....

8 Jul 2016 12:58

APEX Awards 2016 - The Better Gift Challenge

The Millward Brown award for a campaign with limited funds went to DDB South Africa for the SA National Blood Service. The demand for blood is fairly consistent throughout the year. However, the supply of blood drops over the holidays - particularly over the Festive Season where the amount of blood donated falls by approximately 11% each year, essentially putting those lives in need of blood transfusions in serious jeopardy. Our job was clear: develop a campaign that would negate this traditional 11% drop in blood donations, while simultaneously build brand affinity and drive engagement. We took a non-traditional approach to solve the traditional problem....

8 Jul 2016 12:56

APEX Awards 2016 - Savanna Premium Cider Redefining Normal

A Change Bronze APEX award went to FCB Cape Town for Savanna. Launched in 1996, Savanna set out to be the category maverick. Everything about the brand was highly unusual. Its highly differentiated packaging and communication at the time propelled the brand to success. But after many years of serving up memorable one-liners, Savanna's communication was becoming a little predictable. Its packaging too was in need of a bit of a make-over. It was time to mix things up. Savanna together with FCB Africa embarked on an ambitious project to make Savanna the apple of everyone's eye again....

8 Jul 2016 12:53