When supply chains fail, brands speak: The KitKat theft case study
Ernst van Biljon and Helen McIntee-Carlisle
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Love Jozi reveals it's two year marketing exercise
Love Jozi's new diffusion brand - "Luv Jozi - made in Joburg, China!" is the result of two years of viral marketing.
In a nutshell, we faked ourselves. We created a fake cheaper brand called 'Luv Jozi' on nasty t-shirts to make people think someone was copying Love Jozi with cheap Chinese imports. There was a fake misspelled logo, a fake website [with photography that seemed to be in China but really shot in Cyrildene] and a fake facebook group and they were selling at robots and flea markets and city vendors as well as Chinese owned clothing shops downtown.
