Portfolio

Project:

Put a brand on it

Territory:

Across the Region

Put a brand on it

The Problem
Women are an increasingly important emerging demographic: more educated, with higher aspirations and greater financial power and want to have brands that are designed for them.  However in many categories, the norm has been established by and for men and any transgression is potentially high risk

How did we solve this?
We created a range of New To The World brands that presented a stylish, fashionable image with a product that we knew men would think was acceptable for women, hence they would give tacit approval. We created a fantastic launch advertisement that highlighted the appeal and strength of the modern, more independent, African woman.

The Result
It has proven to be a great success in a number of African markets and a substantial source of profit.