Advertise with

FMCG Brands: Time to wake up

Jul 16th 2014, 09:04

FMCG Brands: Time to wake up

A very small number of FMCG brands are making the conscious effort to extend engagement with the consumer beyond product consumption.

The rest of the brands seem to focus on pushing product sales, nothing beyond arresting the decisive moment. Even then, the very content that is supposed to push sales is generally bland and average, and could very well be coming from one and the same agency or perhaps in-house teams with no connection to the actual consumer landscape. In fact, some of the content is so stereotypical and generic that it becomes memorable based on just how bad it is. I am not mentioning any names, but remember “your two year guarantee store” with the eloquent tannie? No wonder Deon Wiggett of Famous Copy said during the recent AdForum event of one ad, that when he watches it, he “slips in and out of consciousness.”

However, there are lessons to learn from the few FMCG brands that are putting effort to create innovative products and connect through great content. These brands have earned conscious real estate within the consumer’s universe, and from all their engagement efforts, guarantee sustained sales. Through analyzing their work, they can curate certain trends to show the direction that the FMCG group of categories should head:

1. Emerging Markets
Emerging markets are no longer a buzzword, but rather a standard across all businesses. The spread of brands from mature economies into emerging economies is now a natural progression. Any brand looking to succeed on a global scale must tap into emerging markets in Africa, Asia and South America. For local brands in emerging markets, spreading into other countries emerging markets, like South African brand Shoprite spreading into Nigeria, will turn those establishments into regional giants.

Click here for more information

Please feel free to make comments or raise new issues by emailing us here

July 2014
A decade of Brand Communication

October marks the 10-year anniversary of MegaVision Media. The journey began with Martin Rosen “retiring” from his 33-year service at Pick ‘n Pay. Read more
What’s on your mind?
We want to hear from you and what you think about the retail industry in South Africa. You can email your comments and feedback to our editor, here.
Latest Reports
Retailer | View all Retailer News
Country Road expects steep earnings rise
Woolworths’ Australian subsidiary, Country Road, said this week, it expected full-year earnings to rise as much as 66% to Aus$100.9m ($94.8m).
· Dutch menswear retailer to spruce up South Africans
· Groupon SA appoints new CEO
· Hunters want shops to keep game meat
· SA consumer confidence rises to its highest level
SA formal employment is on the rise
Year-on-year employment in South Africa increased by 42,000 between March 2013 and March 2014, new data showed on Tuesday.
· Strike stole SA's economic growth
· Weather to test Eskom’s resolve
· Zille targets free WiFi for all in the Western Cape
· Zuma cabinet to cost SA tax payers R1.3 billion
International | View all International News Marketing and Business | View all Supplier News
Brazil 2014 World Cup has surpassed revenue expectations
Brazilian micro and small enterprises, as well as individual micro entrepreneurs, totalling 43,910, will generate R$ 500 million in revenue.
· Food crisis could hit Ghana soon
· Nine retailers in search of a CEO
· Staples launches omnichannel promo with Katy Perry
· Tesco board comes under fire
Flaw found in PayPal two-step authentication
Researchers at computer security firm Duo Security have discovered a flaw in the two-step method PayPal uses to authenticate account-holders.
· Informal vendors unhappy with proposed trading plans
· Orange may open own shops on partner’s exit
· Users relieve shopping experience with online shopping
· Woolworths: Final offer for David Jones, Country Road
Cadbury Lunch Bar treats consumers
In celebration of the Soccer World Cup that is currently underway, Cadbury Lunch Bar spoilt some of its consumers to an unforgettable experience last Saturday.
Diverse sizing data assists Woolworths in creating the ‘perfect fit’
Woolworths has recently measured a record number of South Africans in a national sizing survey.
iKhokha gives small business owners the edge
iKhokha, a young and innovative, Cape Town-based financial services brand, has launched an exciting new payment service that is set to transform the way SME’s accept payment from their customers.
Lifestyle Product Range Update
Lifestyle understands women. Every woman’s body and cycle is different which is why they have a range designed to fit a woman’s lifestyle.
Lionel Messi leads new Lay’s commercial campaign
Global snack brand Lay’s, recently launched an integrated marketing campaign featuring international soccer superstar, Lionel Messi.
South Africa’s favourite brands will be revealed at the ICON Brand Awards
Brands are closely woven into the fabric of identity in today’s consumer centric societies.
Clover awards Pretoria Mama Top Achiever Award
Clover has announced modest, Rina Malan of Pretoria as its Top Achiever at an award ceremony celebrating its corporate social investment project, Clover Mama Afrika’s 10 year anniversary.
Down with abuse, uniting to make a difference
The time where sitting back and hoping for change has long past, South Africans are called to join in and protect the women and children of this country.
Tiger Brands launches Mandela month
Tiger Brands, in partnership with the Nelson Mandela Foundation and the Department of Basic Education, kicked off Nelson Mandela Month with the distribution of over 17 000-food parcels to primary school learners in Alexandra Township, Gauteng.
Fastmoving provides news, insight and analysis into the retail and FMCG industries in South Africa and has been doing so for the last 12 years. We provide marketing services to businesses operating in the retail and FMCG sector by creating dedicated company pages, publishing news releases and offering exposure in our regular weekly and monthly newsletters.

To find out more about our services, contact
Editorial contact

Tina Baney
National Sales/ Account Manager
011 312 5928
083 251 6874
Vivienne Ayerst
Customer Service Manager/ Client Liaison
021 423 8213
082 921 5468
For editorial:
Roslyn Humphreys

Tel: 021 465 6910