AFRICA outlook
It’s that time of year again where we prepare for the visit of the man in the red suit, power shortages (if you’re in South Africa and have to rely on Eskom), the peak of summer, and of course the annual shutdowns. It’s also that time where you refl ect on the past year, 12 months in which a meteor exploded over Russia, a new Pope was appointed and of course Edward Snowden blew the lid on a mass U.S. surveillance operation, a story that continues to run.
It’s that time of year again
where we prepare for the
visit of the man in the red suit,
power shortages (if you’re
in South Africa and have to
rely on Eskom), the peak of
summer, and of course the
annual shutdowns. It’s also that
time where you refl ect on the
past year, 12 months in which a
meteor exploded over Russia,
a new Pope was appointed and
of course Edward Snowden
blew the lid on a mass U.S.
surveillance operation, a story
that continues to run.
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Unilever Food Solutions<br />
However, while the economic climate<br />
is one thing, Mellis believes the<br />
biggest challenge facing the industry<br />
right now is something far more<br />
prosaic. “Our biggest challenge has<br />
been communication,” he admits.<br />
“Because the market is so pulverised<br />
and operators don’t follow any specific<br />
communication channel exclusively,<br />
it is a real challenge to talk to our<br />
target food service market. That’s<br />
why we must develop multiple forms<br />
of communication in search of our<br />
customers. Then of course there is<br />
also the challenge of operating in an<br />
emerging market environment, where<br />
the economy is not particularly strong,<br />
there is a high unemployment rate,<br />
volatile currency and social inequality.”<br />
We have such<br />
well known<br />
and loved brands...<br />
we must leverage<br />
into new markets”<br />
Touch Design Ltd<br />
The challenge<br />
Unilever’s Robertsons brand is the<br />
category leader in SA. The challenge<br />
was to redesign the bottle, cap &<br />
refill box and branding & graphics,<br />
across over 120 SKUs, to improve<br />
shelf navigation, merchandising, and<br />
encourage consumers to discover<br />
and expand their repertoire of<br />
Robertsons herb and spices.<br />
The solution<br />
The new ownable bottle design and<br />
ingenious user-friendly custom cap<br />
- the world’s first injection moulded,<br />
orientated, multi-functional closure<br />
on a glass bottle – was the result of<br />
structural design based on insight,<br />
usage and ergonomics.<br />
The results<br />
From brief to launch within just 18<br />
months! This included structure,<br />
graphics and a new packaging line.<br />
The 6 month sales target was<br />
achieved within just 5 months;<br />
volume increased by 8%; and turnover<br />
by 14%.<br />
The pack scored 9.2 out of 10 with<br />
Unilever’s home testers - the highest<br />
score ever recorded!<br />
International awards include: winner<br />
of Ambient Food Category Gold<br />
Medal; Overall Goldpack Award IPSA<br />
2013; and Runner up International<br />
Food and Beverage awards 2013.<br />
The Iconic Brand Survey 2013 now<br />
recognises the Robertsons brand as a<br />
top 10 South African brand.<br />
...which we are very proud of.<br />
Tel 00 44 (0) 1344 894507<br />
Email heidim@touchpackdesign.com<br />
www.touchpackdesign.com<br />
26 www.aFRICA<strong>outlook</strong>mag.com
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