3 Brands That Won SA’s Hearts This Heritage MonthIn Trends
We’ve just celebrated Heritage Day and with the rest of the month to celebrate our local traditions, brands have not been shy to bring it home and celebrate it the homegrown way. We’re taking you through some of our favourite campaigns this Heritage Month, looking at how three South African brands got youth into the spirit of celebrating their heritage!
- Werksmans: Lawyers Have The Most Fun!
First up is the law firm that always thinks out of the “podium”- Werksmans Attorney’s celebrated Heritage month with Wits and UWC students on campus recently. The team switched things up with a festival to celebrate Heritage Day as it’s one of the biggest holidays in the South African calendar.
The brand targeted Law students, taking them back to their nostalgic childhood memories, with past, present and future gaming experiences, including a skipping rope game, 30-seconds with a “legal twist” and a virtual reality experience. Werskmans also had a spaza shop filled with goodies students could remember from way back, which they absolutely loved!
Werksmans Winning Formula: Timing! Werksmans knows that there are way more options than only going to campus during career fares and exhibitions to get the attention of students. Many brands are reactive when it comes to public holidays, whereas Werksmans took a step ahead of the pack, getting to celebrate South Africa’s heritage with students well before Heritage Day. The Werksmans crew were dressed in their traditional attire and for the day turned the Library lawns and A Block into a “local is lekker” affair, making Werksmans the only brand on student’s minds.
- Heartlines: Share Real Stories, Not Fake News
After the success of their 2017 movie, ‘Beyond The River’– NGO Heartlines launched a nationwide campaign called ‘What’s Your Story’ which has since inspired South African youth to share their personal stories. This campaign is aimed at giving ordinary South Africans a voice as they get to tell their unique stories which are then shared through the Heartlines platforms.
For Heritage month, the NGO took this initiative further- inspiring South Africans to stop creating and sharing fake news, but instead tell real, authentic South African narratives that promote positive nation building.
Heartlines Winning Formula: Heartlines took a brave but very effective approach by using an already existing campaign, that was received exceptionally well by the youth and amplifying it. They added a twist to their campaign by plugging in a “fake stories must fall” narrative, which gave their already existing “What’s Your Story” campaign a timely face lift.
- All Gold: Limited Edition SA Heritage Bottles
We have been aware for quite some time that All Gold ‘Tastes Real Good’ but the brand has really popped bottles this Heritage Month. They just launched two limited edition bottles celebrating different South African cultures.
The first bottle celebrates the uniqueness of the brand and aims to punt that All Gold tomato sauce uses no colourants or preservatives and is truly only crammed full of tomatoes. The second bottle is positioned to celebrate different foods and greetings that South Africans can relate to playing on the fact that their bottle is crammed full of local flavour.
To top it off, All Gold has launched a microsite which will allow regular South Africans to really tap into their creativity and design tomato sauce bottles that resonate with how they see South Africa.
All Gold’s Winning Formula: Any campaign that has an interactive element (and we’re not talking about “Retweet this” or “Share that”) definitely gets all gold stars from us, see what we did there? The fact that the brand spoke to who Afrillennials are with purely local redesign was a tactic for the win. South Africa is a diverse country and a lot of brands struggle to find a voice that is truly able to speak to the Youth in a way that doesn’t offend or affect certain cultures.
Bring It Home
The aforementioned-brands got Heritage Month just right and while the month of celebration is coming to an end, being relevant as a youth marketer stays paramount all year round. We’ll be your expert help in connecting with students no matter the time or place, just contact us on 011 885 3918 or email firstname.lastname@example.org.