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SA’s Youth have spoken – these are the brands they ‘heart’
SA’s Youth have spoken – these are the brands they ‘heart’

SA’s Youth have spoken – these are the brands they ‘heart’

MARKETING NEWS

Issued by Pugh PR and Communications on behalf of Times Media - Jun 13th 2016, 15:01

The results of the 12th annual Sunday Times Generation Next youth survey - highlighting the brands that SA youths, aged 8-22 years, ‘heart’– were announced at an Awards extravaganza at the Sandton Convention Centre. 

The accolade of Overall Coolest Brand was awarded to Nike, who also claimed top spot as the Coolest Clothing Brand with the Coolest Brand Slogan, just do it. 33 of the 72 survey categories were awarded at the event.

This year saw the addition of a new category acknowledging the Coolest ProudlySA Brand. Happy maKhumalo Nigidi, Chief Marketing Officer of Proudly South Africa awarded the title to Nestlé. “We salute Nestlé SA for its investment in our country over the years – particularly for its investment in the local economy through skills development programs, job creation and through establishing local manufacturing bases in South Africa. Nestlé SA has made a tangible difference in the lives of millions of South Africans who have grown up with the brand,” said Ngidi.

The annual brand survey commissioned by the Sunday Times is conducted by HDI Youth Marketeers. HDI MD Jason Levin said the 2016 results indicate that the “Youth are a market that know what they want, and respect brands that invest in their communities. They proactively seek brands that sell them experiences that they can share with their friends. They want to be immersed in stories and experiences that brands have to tell - as long as they have an opportunity to choose them. They respond to brands that enter their world to make it more interesting and add value.”

Proteas Cricket Captain AB de Villiers once again bowled over the youth, being acknowledged as SA’s Coolest Local Sportsperson, although currently being on tour in the West Indies. Actress and model Pearl Thusi was announced as Coolest Local Female Screen Star, Trevor Noah asCoolest Local Male Screen Star, Black Coffee as Coolest Local DJ, and AKA as Coolest Local Music Star. AKA also treated the youth audience to a performance as the headline act at the first Sunday Times Generation Next youth party which followed the Awards ceremony.

Mr Price stayed top shelf as the Coolest Clothing Store, Sandton City as the Coolest Shopping Mall, and Legit as the Coolest SA Fashion Brand. Nivea made a clean sweep in three categories as Coolest Male & Female Deodorant, and Coolest Make-up Brand. Protex won as the Coolest Soap Bar, Dark & Lovely in the Coolest Haircare Product category, and http://www.dove.co.za/en/Dove came out tops as the Coolest Skincare Product.

Technology giant Samsung cored the opposition to maintain its lead position as the Coolest Cellphone, as did Vodacom as the Coolest Telecomms Provider.

Trace Urban on DStv325 proved to be a chart topper yet again as Coolest TV Music Channel, with MetroFM calling the tunes and maintaining position as Coolest Radio Station. SA’s biggest-selling weekend newspaper, the Sunday Times remains the youths’ Coolest Weekly Newspaper.

FNB drew interest and repeated it’s success as Coolest Bank, and Engen kept the youths pumped as Coolest Petrol Station. Woolworths bagged the title of Coolest Grocery Store.

Spur served up another winner as Coolest Eat Out Place, with McDonalds proving that the youth are ‘lovin’it’ as Coolest Fast Food Place.

Favourite edible treats proved to be Coca-Cola (Coolest Soft Drink), Jelly Tots (Coolest Sweet), Ferrero Rocher (Coolest Chocolate), while Red Bull Energy Drink gave it horns as Coolest Energy Product. BarOne delivered a surprise as Coolest Breakfast Cereal.

BMW drove off with bragging rights as Coolest Car.

“We’ve had a great event in 2016 – from the growth of the Youth Marketing Conference and the Interactive Showcase…through to the first youth party celebration after the Awards. We are incredibly fortunate to have developed the relationships with partners who have made the Sunday TimesGeneration Next even more exciting and relevant for all involved,” says Trevor Ormerod, GM Group Sales & Marketing at Times Media. “The annual survey is a fundamental part of what Times Media is about – investing in research and delivering value to brands and their marketing teams. The insights we glean from SA’s youth each year are crucial in guiding companies invested in the success and longevity of their business, and we look forward to maintaining our commitment in the years to come.”

The complete results and analyses across all 72 categories in which youths were polled will be published in a supplement accompanying the Sunday Times edition on 12 June 2016.  

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