Adcomm's first two issues May 2012 Launch issue | Page 37

branding & marketing Adcom media in the saying: ‘Your eyes are the window to your soul’. We toyed with a few eye shapes and, Walla, the GrRANA logo was born.” Name “Sticking with funky and new, we wanted it to represent the contents,” David points out. “We decided to alter one •Sharlene with Roxy Louw of the ingredients’ names for branding purposes. Guarana, pronounced ‘grana’, was selected. “It was the energy and stamina Guarana provides that decided it,” Sharlene says. “However we felt it wasn’t funky enough so added an extra R for pronunciation effect – almost like a growl – grrrr. GrRANA was born.” was represented at the 2011 Marina Mile Swimming Competition; 2012 Argus Cycle Challenge; Two Oceans Marathon 2012; and Splashy Fen Music Festival. For the remainder of 2012 it has secured representation at the Comrades Marathon; Billabong Surf Tour; Oppikoppi Music Festival; Sexpo; and the 94.7 Cycle Challenge. Sports Teams – The Leopards Rugby Team uses GrRANA tonic. Direct marketing Face-to-face contact, in David’s experience, has shown the best results for products he has distributed. “I believe the best way to launch a product like GrRANA is interaction with the public and retail outlets. Our reps, which are constantly on the road, are our brand ambassadors.” Promotional events GrRANA is sold in many retail outlets, one of them being garage shops. David Carrying the message Celebrities – “We are fortunate to have secured celebrities that live the type of life-style that endorses our product,” says Sharlene. Celebrities endorsing GrRANA are Roxy Louw, Jacu Taute and Dino ‘The Lion’ Bagattin. Roxy is a model; international surfer; and former provincial hockey player. Jacu is the Golden Lions Full Back / Centre. Dino is one of the country’s top mixed martial arts fighters. Clothing – The Company has established a GrRANA clothing range comprising T-shirts in five sizes with 11 different colours and white caps. “The clothes are of such a nature that they appeal to most people,” David says. “In fact,” adds Sharlene, “Roxy Louw was so taken with our clothing line that she envisages them as a product line for gym wear.” Sport and entertainment – GrRANA • GrRANA Dog says they are sometimes invited to participate in promotional days. “We join them for the day, erect promotional signage and, generally, have fun while promoting our brand and our product.” Out-of-home advertising David and Sharlene feel that most direct forms of advertising are not immediately necessary. “We currently only make use of street pole advertising and car branding. We feel the repetition offered by street pole advertising goes a long way to creating the brand awareness we desire,” David comments. Using ADreach, a street pole ad campaign is underway. It can be seen on William Nicol in Sandton between Peter Place and Republic Roads – Johannesburg. Barring television and radio slots, and billboards countrywide, it appears that most of the effective marketing tools to create a long-term brand awareness campaign have been implemented. am • Cross Stitch Peak May 2012 * For more information on GrRana: David Robinson, SHS Africa, Tel +27 11 469 0526 Cell + 27 83 452 7281 www.shsafrica.co.za 37