“Self propelled optimism”. An entrepreneurial and pioneering spirit is starting to emerge in South Africa.   Respect is achieved through embracing qualities such as determination, resilience, optimism and self belief.

Market Situation / Problem
The Challenge: Help the Castle brand team develop an activation platform and refine the current brand positioning by providing insight into what values and aspirations are unique to South Africans and inspire pride and belonging. 

Our Approach / The Solution
The insight gathering stage focused on mining a wealth of existing consumer insight from previous studies and interviewing experts (from sociologists to media entrepreneurs) who are in touch with South African culture. The output resulted in a number of cultural trends that provided rich territory for potential positioning opportunities. This was followed by a half day consumer immersion with client in order to bring these trends alive and uncover fresh insight. A full day Generator was then held to craft a number of potential activation territories.

Result
A new activation platform for the Castle brand – “The Mzansi Way Waya Waya” resulting in new communication and promotional activity. Early indications on brand health are positive. The next step in the process is too develop a program that internalises and entrenches the activation platform amongst SABMiller sales staff.