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 the Future

EVERYONE SEEMS TO BE TALKING ABOUT THE FUTURE TODAY, WHAT ARE WE PREPARING FOR?

Source: EC Tour

Source: EC Tour

All my life I heard the phrase “plan for the future, today”, but it was always said in corrective tones like I was doing something wrong living wild and free without a care in the world. All I wanted to do was live in the moment but other people thought it wrong, they said “what if you go bungee jumping and crack your neck in the process? Have you thought of getting health care and can you afford that kind of health care”? If you actually want to live wild and free and stay in the moment you also have to plan for the next moment otherwise you’ll be happy today and frustrated tomorrow.

With that being said, I think the whole world is going bungee jumping soon because everyone seems to be talking about the future, the future of work, the future of tech, the future of business, the future of music, the future of wine, the future of movies, the future of social network, the future of education, the future of weed, and so on, but today I’m talking about something special, The Future Of The Future. The last time I heard this much talk about the future I was just a boy and it was in the year 2000. For some reason, in Nigeria, we thought that year was going to be the end of the world and till this day, I don’t know why. When that didn’t happen a couple of people started to plan for the next 2000 years. Please don’t laugh, it wasn’t funny then but I think it is hilarious now.

What is the purpose of these conversations?

Well it is in no doubt that the world is in the age of disruption and everyone is thinking of future proofing their businesses and as a result, a couple of trends are emerging especially that of The Merger. Big and small organizations all over Africa are consolidating efforts for the sole purpose of ensuring sustainability.

Another trend which is equally important is Agility. This word has been thrown around throughout the year as businesses and brands are trying to position themselves in such a way that they are equipped to transform speedily when the need arises. Someone once told me and he said: “old men talk about the past, but young men talk about the future”. No one wants to be obsolete, they all want to be relevant so they invest in a nimble and forward-thinking team.

These two trends and more are the co-parents of the future. Everyone is coming together to share trends and information so that they can all ensure that no one is left behind in this race to the future. Like my favorite line from Vin Diesel in Riddick, “If you can’t keep up, don’t step up”.

What would these conversations produce?

As these conversations continue to flood the economic landscape I believe we are in for a mega shift in everything that we currently know and do. A few years ago, social networks didn’t exist but now those networks have created tons of global businesses around the world.

Soon we will birth innovations that’ll change the world – this is something Pinky and the Brain would have loved to do.

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.

The Age of Disruption

IN THIS AGE OF DISRUPTION, NIGERIANS ARE ACTIVELY TAKING A HOLD OF EVERY OPPORTUNITY AVAILABLE TO BIRTH SOMETHING NEW.

Source: Unsplash

Source: Unsplash

I have always been fond of the Nigerian populace not just because it is the most populous African nation but because they are one of the most vibrant economies in Africa and it is budding middle class and youthful population are extremely innovative. They leave no opportunity to chance, they take a hold of it and appropriately milk it.

Many markets in Nigeria are seen to be saturated such as the food and drinks market, the telecommunications market, the gaming market (sports betting), and so on. Regardless of the statistics any consulting or survey company can conjure, Nigerians are never deterred, they seize opportunities like their lives depends on it – if you live in Nigeria for a year, you may agree.

2 main innovations we spotted that spurred me to write this article is that of movies and experience. The cinematic universe in Nigeria in gradually journeying towards the saturated market tally as there are quite a number of brands who offer such services, they include; Genesis cinemas, Silverbird cinemas, Film house, Himax and so on.

However, a group of young people took to VR to create a whole new experience for movie lovers somewhere in Lagos and it was amazing.

Also in Nigeria there has been an uprising of experiential companies. These are not the traditional marketing communications type businesses, these are bodies whom you contract to help you may a day in the life of a person special and they do it with finesse. Pulled a stunt like this on my cousin last year and till today she has never forgotten the experience.

The trend of starting trends is what I see every time I turn to spot a trend in the Nigerian market – did you see what I did there?

I am excited about the innovative trend starting ideas that’s yet to come in Africa this year 2019 and I want to think that Nigeria would blow our minds. If they don’t I’m sure South Africa or Kenya would.

*Holding my breath and crossing my fingers*

Agri Tech and the Future of Food

THE AFRICAN POPULATION IS SET TO HIT AN UNSETTLING 2.5 BILLION BY 2050 AND EVERYONE HAS TO EAT.

Source: Venturesafrica.com

Source: Venturesafrica.com

According to World Bank, Agriculture is major business in Africa, it employs 65% of the continent’s labour force, and accounts for 32% of the gross domestic product (GDP). These stats right here automatically calls for attention. In spite of how impressive these stats are, the sector is plagued by a plethora problems such as lack of funding, inadequate government policies, terrible mode of transportation, insufficient expertise, large out flux of young people from the sector to something seemingly more lucrative.

Well I belong to the school of thought that says “in every problem, therein lies the holy grail”. Your business or innovation isn’t regarded as relevant much less disruptive if it doesn’t find a need and meet it head on. This therefore brings me to trend that forced my fingers to write this article – Agri Tech!

Technology has found an innovative way to support agriculture in Africa. At first we learnt about mechanized farming in school; how a farmer should employ the use of tractors and so on to upscale produce, no one saw what I like to call “online farming”.

Source: cdn.artstation.com

Source: cdn.artstation.com

Source: Jbklutse.com

Source: Jbklutse.com

Agri Tech companies help farmers secure funds, get innovative ideas to produce more and healthier crops, and more importantly connects them to their market – seamless connection between the farmer and the end consumer.

Buoyed by internet and mobile technology penetration in Africa, businesses like Farmcrowdy, FarmerLine, Verdant Agri Tech, First Direct Ng, Agro Data, Esoko, and many others have effectively disrupted the agricultural sector in Africa with innovative solutions.

People have to eat and it might just be a problem if Africa meets the 2.5 billion population forecast in 2050. So our best move is to solve tomorrow’s problem today and as such Software Farming is the way to go.

Say hello to Agri Tech – The future of food.