n Packaging Review South Africa - Sporty World Cup collector's item : beverage packaging

Volume 36, Issue 7
  • ISSN : 1014-8280



Tiger Brands launched an eye-catching, new, full shrink-sleeve on its Energade pack to engage with consumers during the 2010 FIFA World Cup. The brand typically has ten core flavours, but every year for a major competition like the World Cup, new flavours are introduced for a limited period. 'We're good at flavour innovation and combine it with sports platforms,' says Avi Ramgovind, marketing manager, beverages, Tiger Brands. The company is a major sponsor to both the Springboks and the Comrades Marathon. 'To compensate for not being a major sponsor at the 2010 FIFA World Cup, we marketed the fact that we're a homegrown brand, manufactured and owned in SA, unlike our major competitor, who falls under the international Coca Cola brand profile. In this way, we tried to leverage off the event and brought a homegrown flavour to it.'

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