2009_pg148-149.pdf energade brands & branding
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148 Brands & Branding
Brand Profile
They may be professional athletes like John
Smit, Tendai Mtawarira and JP Pietersen, or
they may be everyday South Africans pushing
the limits of physical endurance. Energade has
been there to rehydrate, replenish and refuel.
After years of in-depth research and consultation
with specialists in the sports nutrition field, Energade
was developed on the basis of providing
the optimum levels of hydration and
electrolytes for top athletes. To date,
Energade has been tried and tested by
South Africa’s sporting heroes, who still
remain loyal to SA’s number one sports
drink.
The brand’s first-to-market status
has made Energade synonymous with
the term ’sports drink‘ as it was the first
of its kind to hit South
African stores way
back in 1993. Energade
has maintained its
market leader position
through continuous
improvement on its
product innovations,
technologies and
credible association
with leading sports
authorities and
institutions, as well
as endorsements by
leading athletes and
teams.
The brand has been
around for 16 years and
despite rapidly changing
trends Energade has
always managed to
remain on top of its game by ensuring
that the brand is relevant and
aspirational to its market.
Energade aims to provide winning
moments for consumers in all
aspects of their lives, from being a
proudly South African sports fan to
conquering challenges on the field.
Energade was part of the
triumphant Springboks win in the
1995 Rugby World Cup and again in 2007. The
brand will continue to build on those links with the
Springboks and the MTN Energade Cycling team
whilst supporting major South African sporting
events, which include the Comrades Marathon, 94.7
Cycle Challenge and BSG Energade Triathlon Series.
Over the last few years Energade has supported
its pinnacle sponsors through exciting
limited editions, which have proven to
be very popular with its consumers.
The recent British and Irish Lions rugby
tour was commemorated by a special
Springbok-green, apple/pear, physcool
flavoured product. This has allowed
Energade to embark on a creative
campaign to further highlight its
sponsorship of the Springboks as well
as offer fans an exciting alternative in
support of the tour.
Energade is owned by Tiger Brands,
one of the largest food and grocery
companies in South Africa.
Energade will continue to provide
a quality product to South African
consumers and remain true to its
identity. It’s what you put in!
Jelly energy
The success of Energade is set to be
recreated with the launch of new
Energade Sports Jellies. Like its mother
brand, Energade Sports Jellies is
about delivering physical energy for
people who push themselves and are
determined to give of their best.
Senior Brand manager, Sajidah
Ali, explains that these scientifically
formulated, fortified jellies are available
in flavours that are already firm favourites amongst
Energade drinkers: naartjie, grape, orange, tropical
and blueberry. A source of vitamin C and electrolytes,
the Sports jellies are naturally fat-free and high in
carbohydrates. The jellies are available in 75g and
125g pack formats. “The 75g format is perfect for
on-the-go consumption and ideal for sportsmen
and women to consume before and during sporting
events, providing them with the extra energy
required to be on top of their game,” Ali says.
Brands & Branding 149
Tiger Brands
Importantly, the launch of the
Sports Jellies leverages off the
already strong Energade brand
to drive growth in the Gums and
Jellies category. This creates a
platform for connecting with a
greater number of South Africa’s
sport oriented consumers, and
positions the brand to offer a
complete “Energade sports solution
package,” Ali says.
In order to achieve these goals,
the brand has adopted a through-
the-line approach, the foundation
of which was an internal launch to
Tiger Brand staff members before
targeting the broader public. Ali
cites brand and design expert,
Paula Sartini, whose view is that marketers have
generally ignored the role emotions play in shaping
corporate behaviour, and the effect of this behaviour
on brands. Increasingly, however, marketers
are realising the impact that an integrated and
consistent marketing approach will have in
developing and delivering a successful brand
– hence the internal launch. Ali goes on to say
that this has helped the very people behind
the brand to understand its nuances and live
its values.
With this in mind, the staff was encouraged
to connect and engage with the brand
through a competition which promoted
sampling the product, understanding its
benefits and learning about the energy
platform of the product.
Beyond the internal sampling programme,
the brand team created relevance amongst
target audiences by engaging and activating
with consumers on their home ground, at
sporting events. Key, focused media channels
were also used to promote sampling.
“Going forward, in order for this innovation
to live in its consumers’ lives, the brand team is
cognizant that the marketing approach of this
product must rise above conventional marketing
practices, whilst still providing relevance in all
its communication,” Ali concludes.
The innovation behind this product is yet another
example of the dynamism of the Energade brand.
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