The non-alcoholic alcohol

SAVANNA LAUNCHES THE FIRST NON-ALCOHOLIC CIDER IN SOUTH AFRICA IN A VIEW TO ANSWER THE QUESTIONS OF INCREASING CONSCIOUS CONSUMPTION

Talk about breaking rules, changing status quo, and altering norms. Savanna cider is blazing a new trail in the food and drinks department with this “alcohol-less alcohol” innovation, The Savanna Lemon – really, ever heard of a non-alcoholic cider? If you are still in doubt, kindly look up the meaning of cider in your dictionary. So whether you agree or query the innovation as not being a cider, that’s still up for debate, however Savanna is using the innovation to satisfy the taste buds of the more conscious consumer – the growing health conscious African consumer. This takes away the anxiety and paranoia that comes from looking for that drink that best fits your dietary plans yet leaves with that cider taste without alcohol.

We have seen more and more people take to fitfam, organic food consumption, and restrain themselves from consuming little or too much alcohol all in a view to stay healthy and lead a long and vibrant life. All this is good but Savanna is TINKing, that there are too many things in Africa to be worried about and what you drink shouldn’t be one of them.

Source: Bizcommunity

Source: Bizcommunity

To bring this innovation to life, Savanna launched Savanna Lemon with an integrated marketing campaign where it challenges consumers to break the rules. Because when you drink alcohol, you’re confined by rules – social rules, law-enforced rules, even rules that you give yourself. And let’s face it: rules are no fun. This campaign is brought to life in the new Savanna Non-Alcoholic Lemon advert, which showcases the most unlikely characters challenging the norms of where a non-alcoholic cider should be consumed – The Bizcommunity.

“We’re constantly looking for innovative ways to corrupt the apple and bring to life products and ideas consumers will love,” says Annette Grootboom, Global Brand Development Manager for Savanna, “The great thing about Savanna Non-Alcoholic Lemon is that it tastes like cider, which allows people to make a lot more choices – and break a lot more rules.”

So if you plan to have a good time and don’t want to feel those headaches that come from a hangover best grab a bottle of Savanna Lemon.

The Future of Food

A HARD LOOK INTO THE STATE OF FOOD, CURRENT CONSUMPTION PATTERNS, AND WHERE FOOD IS HEADED IN THE NEAREST FUTURE.

Source: Diaspora Kitchen

Source: Diaspora Kitchen

Did you know, today, worldwide, for every malnourished person, there are two people who are obese or overweight? 868 million undernourished people and 1.5 billion obese or overweight people globally – according to Eating in 2030: trends and perspectives 2018 report. Guess where the highest concentration of malnourished people reside, yes your guess is obviously as good as mine. Africa remains the continent with the highest prevalence of undernourished people in the world. Affecting almost 21% of the population (more than 256 million people), South America follows immediately after with 5% in 2017, and fewer in Northern America and Europe with 2.5%, according to the state of food security and nutrition in the world 2018 report.

Did you know 36 million people die every year from lack of food and 29 million people from too much food globally? This is a perfect case of choosing your demon, would you rather die from the lack of or too much food? My answer is neither.

And did you know one-third of all food produced worldwide is made for feeding livestock? In addition, a growing share of agricultural land is used for the production of biofuel. This means we are choosing to feed both animals and automobiles instead of people (Eating in 2030: trends and perspectives 2018 report).

Also, did you know every year 1.3 billion tons of perfectly edible food is wasted, while 868 million people suffer from hunger globally? This is the state of food in the world at the moment, we are likely headed for hunger, aren’t we?

Source: Video Blocks

Source: Video Blocks

Right now there’s so much conversation about the importance of food, which is why we see an increasing number of Africans adopting health consciousness and consuming more organic food as opposed to the synthesized meals. However, following the obvious trend of emotional eating the conversation would soon shift from the importance of food to the importance of healthy eating. People are anxious with weight loss and as such take up unhealthy dietary plans that do more harm than good. The growing scale of depression and emotional ill health in Africa is causing people to find solace in food without much care of the composition of what they put in their mouths.

The future of food is seemingly bleak but the great part is, it can be salvaged. We do not have to adopt the knee jerk approach where we have to wait for the future to come before we implement measures to deal with it.

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What can we do?

  • Use the high interconnectedness that currently exists among people to disseminate information around the importance of healthy eating.

  • Institutions should promote the adoption of lifestyles and eating habits that favor the consumption of foods that contribute to a healthy diet and have less impact on the eco-system of the planet

  • The industry should focus more on promoting the purchase of healthy foods and use balanced price leverage to discourage the use of junk food

  • Strategies should be deployed to encourage people to find the space and time to devote to meals in the company of other people. This way they are motivated to eat healthier meals.

  • More so, the food industry must continue to develop new forms of convenience foods that have a high level of nutrition

Data; the New Trend

THE QUEST TO ACQUIRE DATA AND OBTAIN INSIGHTS IS OVERWHELMING BUSINESSES TODAY

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Do you know why we believe that the early men were bent over, covered with fur, carried a huge club, couldn’t utter a single word of English; instead they mumbled sounds together in order to communicate and lived in caves (heck they were called cavemen)? It’s because some men came and sold us a bunch of data they dug up from the earth. They told us the data they dug up were light years old and it couldn’t have been done by any other creature, but by one who could have evolved to become today’s man. My point is, data makes you believe.

For marketers and business owners, when salesmen come to you with their grand pitch you tend to look out for that data (information) they have dug up from conducting a ton of research to inform whatever it is they came to sell to you. Data is the reason we believe a country is doing well or is plunging itself into recession, data is the reason your sales pitch will win over someone else’s, data is the lifeblood of any system.

Very recently, the Marketing Association of South Africa (Masa) and the Marketing Research Foundation (MRF) announced that Maps, the products and brands replacement survey for Amps, will officially start collecting consumer insights from July 2019.

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What does this mean?

AMPS is currently being used as the go-to resource tool for many media buying companies.

This dive into the collection of consumer insights would make it more relevant in today’s business world.

As everyone is adopting the design thinking strategy to future proof their businesses by ensuring consumer centricity, it is only logical that we have a number of intelligence gathering sources in the mix. Many companies have been doing it for years and the business world is extremely grateful, hopefully, MAPS would bring deeper and strategic information to planning.

A Journey Along the Line

OVER THE YEARS THE MARKETING COMMUNICATIONS SPACE HAS BEEN SEPARATED BY LINES BUT THESE DAYS, THOSE LINES ARE BLURRING OUT.

Source: Unsplash

Source: Unsplash

If you are familiar with the marketing communications space, you certainly will be familiar with the terms below the line, through the line, and above the lines. Marketings communications specialists have also had a hard time over the years trying to define this line, so if you seem not to fully understand it, it’s ok, there are professionals who don’t either.

However, this article is neither planned to define the line nor delve into deciphering those three main lines mentioned above but one thing it will do is to bring to your knowledge the new trend in the marketing space that’s blurring this line more than ever.

So, I and a colleague decided to go to various agencies to see if they could define the line by describing to us what they do. What we found out spurred me to write this piece.

We went to an agency who said they are a below the agency and found out that they also claim to have extensive expertise in all other forms of advertising. This wasn’t peculiar to them as the agencies that claimed aficionado in through the line and above the line marketing were doing the same. Right now, every marketing communications company is practicing something a few have begun to call integrated marketing communications as they have realized that they can no longer live independent of one another.

Source: Unsplash

Source: Unsplash

To run a successful marketing campaign you would certainly need to properly execute strategies on any sides of the line. This way you are surely going to achieve top of mind awareness (TOMA). Agencies who have a hard transitioning have their businesses struggle or worse – die.

Before now it all seemed like everyone knew their place on the line until something called digital started, now there has to be a digital strategy otherwise marketing communications may not be as effective as intended. As a result, the competition is no longer about the medium a client chooses to advertise but about the value the marketing strategy or communication seeks to deliver to both the client and the end user.

In my opinion, marketing communication is no longer through, above, or below the line, it has unequivocally become a journey along the line. Advertising ultimately seeks to deliver a new experience to its end user every other time, create awareness, and persuade them to take action.

Most Influential Personality in the World

THERE ARE CERTAIN PARAMETERS PEOPLE USE TO EVALUATE WHO THE MOST INFLUENTIAL PERSON IN THE WORLD SHOULD BE. WELL, THE MOST INFLUENTIAL PERSONALITY ISN’T A PERSON, IT’S A CHANNEL – SOCIAL MEDIA

Source: Unsplash

Source: Unsplash

My grandfather told me stories about how he used to communicate with my grandmother. He said he would have to travel miles and miles before he got to the nearest post office to send her a letter that’ll take 2 days to get to her as she lived in a different state. He would also have to wait another 2 days and cover the same distance just to receive her reply. I’m sure a lot of people were obviously faithful because you couldn’t do this with multiple relationships. Fast forward to today, sending messages to people in other countries are seamless and you can get your reply in real time while sitting in your chair and sipping vodka.

This technological advancement has given rise to people who are currently regarded as influencers as their works and personalities are largely accepted across continents and as a result have gotten younger generations to aspire to become like them for example, Wizkid, Burna boy, Mafikizolo, Nasty C, Sarkodie, Ramsey Noah, Dangote, and so on. This however is a huge feat the lot of us would love to attain but would never be able to as influential as the Social Media.

Source: Pexels

Source: Pexels

Powered by an incredible number of content and an endless reach across the globe, the influence of social media comes unrivaled. There are several reasons we came to this conclusion and they are:

Commands attention: when was the last time you didn’t visit social media? That you are reading this piece right now is proof that you are amongst approximately 7 billion of us who are currently spending a percentage of their time on social media. According to a Global Web Index 2018 survey, internet users in Africa are now spending an average of 3 hours and 10 minutes per day on social networking and messaging platforms – Twitter, Facebook, Instagram, WhatsApp, Pinterest, LinkedIn, Google+, etc. Anyone commanding that amount of time in terms of attention from you daily obviously got you listening.

Source: Digital Information World

Source: Digital Information World

Shapes minds and starts and ends movements: every influencer seeks to affect the habits and patterns of human beings. In my opinion, influencers are a living mind controlling device and this the social media gets very well. You cannot deny the fact that you currently have certain values and beliefs that were formed as a result of somethings you observed on social media. Movements like #metoo, #blacklivesmatter, #breakfastisimportant, and so on have affected lives and formed values.

Makes you spend: one reason brands sign on brand ambassadors is because they believe that such partnerships would make you buy in to their brand values and in turn make you channel your spending towards them. Social media does that seamlessly, in Africa, you get to pay heavily for data and yet make countless number of purchases online.

Source: Social Magnets

Source: Social Magnets

With the growing influence of social media there’s no telling what tomorrow would look like. We’ll probably all be living online because we would all crave for better, quicker, and easier ways of disseminating information.

Someone asked me why I referred to social media as a personality and I told him that it’s because social media is alive. One evidence that something is alive is growth and reproduction.