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.
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.
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.
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.
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.