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 [phone]
Cell + 27 83 452 7281
www.shsafrica.co.za
37