Document Sample
					   In association with
                                of the year
                                                                                                                                                                                   1 April 2011

                                       THE MARK OF
     The Product
 of the Year logo
 tells consumers
     that this is a
   good product,

 not because we
       say so, but
consumers chose
 that product as
         category                      VALUE OF ITS ASSOCIATION WITH A WINNING BRAND.
                                       tion in the French fast moving con-         Product of the Year provides
 ANDREW GILLINGHAM                     sumer goods market. He noticed         manufacturers with reassurance
                                       that while there were many new         when they are meeting the needs

        RODUCT of the Year South       products coming to the market          of their consumers and a warning
        Africa was launched four       each year, not many of them were       when they are falling short of con-
        years ago to empower           innovative,” Sewraj says. “He start-   sumer expectations.
        South African consumers        ed Product of the Year to challenge         Another distinct element is
and challenge manufacturers to         companies to be more innovative.”      that, in other competitive process-
provide innovative and better-qual-         According to Sewraj, one of       es, there are usually winners and
ity products to the local market.      the key benefits of Product of the     losers, whereas there are no losers
    Preetesh Sewraj, managing di-      Year is that consumers now have        in the Product of the Year process.
rector of Product of the Year South    a mark of excellence that reduc-            “While one winner in each cat-
Africa, says that very often, execu-   es the “clutter” on supermarket        egory gets to use the Product of the
tives based in Europe or the USA       shelves, helping consumers to fo-      Year logo, all the other participants
simply do not understand the South     cus on good products that have         gain remarkable insight into how
African market and yet they are        been recognised by their peers as      they measure up to their competi-
making decisions as to which prod-     best of breed.                         tors. They can use this information
ucts are launched in this country.          “The Product of the Year logo     to produce better products that
    “Very often the products           tells consumers that this is a good    better suit the needs of local con-
launched in South Africa are not       product, not because we say so, but    sumers,” Sewraj adds.
as innovative as those found on the    because, in an independent survey           Media giant Avusa has been
shelves in developed markets.          of over 5 000 households, consum-      involved with Product of the Year
    “Product of the Year provides      ers chose that product as the best     South Africa since its arrival in this
consumers with an ideal vehicle to     in its category.                       country.
encourage manufacturers to bring            “Manufacturers also win. The           Says Enver Groenewald, GM
out their best products in this        producers that enter Product of the    advertising revenue and strategy
country and to tailor their product    Year tend to be those who want to      communication: “We feel there is a
releases to better suit local con-     ensure that their products are seen    natural fit between Avusa and the
sumers,” Sewraj says.                  as being the best available products   Product of the Year programme,
    Product of the Year is a global    in stores. Therefore, they have the    and its process of identifying, ac-
organisation that was established      confidence to measure themselves       knowledging and celebrating in-
in France 25 years ago by Chris-       against their competitors,” Sewraj     novation.
tian LeBret and now spans over 30      notes.                                      “As a player in the media indus-
countries.                                                                    try, we share a lot in common with
    “His idea was to stimu-                                                   the fast moving consumer goods
late innova-                                                                  (FMCG) sector. Both are hyper-
                                                                              competitive industries, and the
                                                                              sustainability of our businesses re-     Preetesh Sewraj (left), managing director of Product of the
                                                                              lies on our being at the forefront of
                                                                              innovation,” Groenewald says.            Year South Africa, with Enver Groenewald, GM advertising
                                                                                   This year Avusa is also reward-     revenue and strategy communication at Avusa Media
                                                                              ing creative advertising from the
                                                                              companies participating in Prod-         means that, not only can com-              The education process will con-
                                                                              uct of the Year. The winner and a        panies reach around 10 million         tinue in an even more robust fash-
                                                                              partner will have an all-expenses-       consumers via Avusa’s titles, but      ion over the next 12 months.
                                                                              paid trip to New York to attend the      they also stand to gain exposure to         “The Product of the Year win-
                                                                              Product of the Year awards in the        global innovation by attending the     ners are products that participat-
                                                                              USA.                                     event in New York.                     ing consumers have identified as
                                                                                   “We will be looking at all the          According to Groenewald, dur-      their favourite brands.
                                                                              Product of the Year advertise-           ing the first two years of Product         “Consumers want to affirm
                                                                              ments that appear in our titles          of the Year South Africa, the focus    their decision to place their money
                                                                              over the coming year, and the win-       was on building the brand among        and trust in particular products,
                                                                              ner will be announced at the next        participating companies. This year     and all the brands participating in
                                                                              Product of the Year celebration,”        the emphasis has also been on edu-     Product of the Year demonstrate
                                                                              Groenewald says. “This means             cating the public so that they are     that they are constantly seeking
                                                                               that companies have a whole year        on the lookout for Product of the      to develop compelling propositions
                                                                                in which to develop the most cre-      Year winners, and are fully aware      for consumers that provide value
                                                                                ative advertisements.”                 of the logo and the value of its as-   through best of breed products,”
                                                                                     He adds the competition           sociation with a winning brand.        Groenewald says.

                                                                                          THE FOREFRONT OF INNOVATION
                                                                                           FOR ALL THE WINNERS, SEE PAGES 4 AND 5
 2                                                                                                                                           2011 - PRODUCT
                                                                                                                                                        of the year

THAT QUALITY POINT                                                                                                                                               NEW-LOOK
                                                                                                                                                                 IS STILL
                                                                                                                                                                 A TREAT
                                        duced by a manufacturer that truly
                                        listens to its customers and mar-
                                                                                 vides a quality point of differentia-
                                                                                 tion.                                                                           DANONE’S
                                        kets the product correctly, it will          “Product of the Year is about

          HE ability of a product to    get the sales – and the space on our     customers saying ‘this is a quality
          win consumers’ hearts,        shelves,” she says.                      product that appeals to me’. When
          and thus sales, is the key         Manufacturers have to realise       that product is on our shelves and                                              NUTRIDAY FRUIT
          factor determining wheth-     that product profitability is critical   displaying the red Product of the
er products make it on to super-
market shelves, and within that
                                        for retailers and they simply can-
                                        not afford to waste space on slow-
                                                                                 Year logo, it gives us an opportu-
                                                                                 nity to increase sales volumes of
                                                                                                                                                                 HAS BEEN WELL
competitive equation, a manufac-
turer’s ability to innovate can often
                                        moving items, she adds.
                                             Only a very small percentage
                                                                                 that product.
                                                                                     “The fact that a product has
mean the difference between suc-        of the thousands of line items re-       been chosen as a Product of the

cess and failure.                       tailers carry are their real volume      Year means that the product can                                                            ANUFACTURER           Da-
     Bronwen Rohland, group mar-        drivers – products that are re-          often carry a premium. As a re-                                                            none’s success in the
keting executive at Pick n Pay, says    ferred to in the industry as KVIs, or    sult, the retailer and the manufac-                                                        demanding yogurt mar-
that product innovation plays a key     known value items, such as sugar,        turer are both able to make their                                                          ket is hardly surpris-
role in successful fast moving con-     dog food, cooking oil and toilet pa-     margins,” she says. “In addition,                                               ing, when it is considered that the

sumer goods.                            per. These are the goods on which        we are serving our customers be-                                                company has 90 years’ experience
     “There are so many products        customers are usually very aware         cause they want us to stock that                                                in the yogurt industry and it ap-
available in the market. However,       of the pricing, and they will tend to    product.”                                                                       plies this expertise to its formula-
as retailers, if we have a product
that sets our stores apart from the
                                        measure a retailer’s value proposi-
                                        tion by the prices of these products.
                                                                                     She notes that, as the Product
                                                                                 of the Year logo is building equity
                                                                                                                                  If it is a                     tions.
                                                                                                                                                                     Nutriday Fruit was voted a
competition or that drives a partic-
ular segment of our customers, it is
really beneficial to our business,”
                                             “As retailers, we have to be
                                        rational and businesslike when se-
                                        lecting the items we stock. At the
                                                                                 among South African consumers,
                                                                                 it helps consumers to cut through
                                                                                 some of the product clutter and dis-
                                                                                                                         quality product                         winner in its category in the Prod-
                                                                                                                                                                 uct of the Year South Africa 2011.
                                                                                                                                                                     Katherine      Pryke,     senior
she says.
     “In today’s highly competitive
                                        same time, the range has to show
                                        depth and not just one or two lines
                                                                                 tinguish a particular product from
                                                                                 the rest in its category.
                                                                                                                          produced by a                          brand manager at Danone, says
                                                                                                                                                                 the company’s vision is to de-
retail environment, there are very
few points of difference between
the various retailers. Therefore,
                                        of a product type.
                                             “Typically, we will stock the
                                        leading brand, two or three alter-
                                                                                     “Where there is a ‘wallpaper’
                                                                                 of products and there is no differ-
                                                                                 entiator besides price, the fact that
                                                                                                                          manufacturer                           liver health through food to as
                                                                                                                                                                 many people as possible. Nutri-
                                                                                                                                                                 day Fruit, in its present form, is
an innovative product which gets
customers excited and on which
                                        natives and a house brand where
                                        it plays strongly in the category.
                                                                                 a product carries the logo could
                                                                                 cause it to jump out on the shelf.             that truly                       a totally new product, released to
                                                                                                                                                                 the South African market only in

                                                                                                                             listens to its
you can achieve full margin is ideal    When a new product hits the mar-             “Product of the Year has been                                               May last year.
from our perspective.”                  ket, it has to carry its weight and      around for about three years and                                                    “The new Nutriday Fruit has
     According to Rohland, product      earn its place on our shelves,” Roh-     suppliers have been a bit slow off                                              a better taste, it is thicker and it
lifecycles tend to be shorter than
in the past, and retailers have to be
                                        land says.
                                             At the same time, Pick n Pay
                                                                                 the mark in terms of making full
                                                                                 use of the programme. In the fu-              customers,                        provides a better eating experi-
                                                                                                                                                                 ence for our consumers. We use
ahead of the game to ensure they        is working via a mentorship pro-         ture it is going to play an increas-                                            100% real fruit pieces and the
have the latest, innovative products
on their shelves.
                                        gramme with its supply base to
                                        assist entrepreneurs in expanding
                                                                                 ingly important role in customer
                                                                                 choices, and our decision to carry
                                                                                                                           it will get the                       improved texture is creamier,”
                                                                                                                                                                 Pryke says.
     Retailers have become in-
creasingly demanding about the
                                        their product offering to custom-
                                                                                 and promote products.
                                                                                     “In negotiations with suppliers,    sales – and the                             At the same time, replacing a
                                                                                                                                                                 tried and tested favourite has to be
products they are prepared to                Rohland says that Product of        we consider the products that they                                              done with care, as consumers tend
stock, often reducing the number
of lines they are prepared to carry.
                                        the Year South Africa has an im-
                                        portant role to play in terms of pro-
                                                                                 are promoting and the campaigns
                                                                                 that support such promotions. The
                                                                                                                            space on our                         to be very loyal to their brands.
                                                                                                                                                                 As a result, Danone conducted
However, Roland points out that
the selection of which products
are stocked is determined by cus-
                                        viding an additional recommenda-
                                        tion to consumers and, therefore,
                                        retailers. Furthermore, when a
                                                                                 fact that a product is in line to win
                                                                                 a Product of the Year accolade will
                                                                                 influence planning in terms of de-
                                                                                                                                   shelves                       extensive consumer taste trials to
                                                                                                                                                                 ensure that Nutriday Fruit was on
                                                                                                                                                                 the right track.
tomers.                                 product has been awarded Product         termining the promotional grid the                                                  All the preparation has
     “If it is a quality product pro-   of the Year in its category, it pro-     product has with us.                        “It is an incredible opportunity    served Danone well, as its re-
                                                                                     “This may mean extra shelf          to push volume and differentiate        launched Nutriday range has
                                                                                 space and additional promotional        product. And there is nothing stop-     been very well received, with a
                                                                                 material within the store.”             ping retailers from putting forward     sharp increase in sales the month
                                                                                     As consumers gain more expo-        their house brands into the pro-        after the launch.
                                                                                 sure to Product of the Year, so the     cess.                                       “The brand was also given an
                                                                                 logo will gather more traction in           “As retailers become more in-       entirely new visual identity to give
                                                                                 the market, Rohland believes.           novative in their product develop-      our products a more modern ap-
                                                                                     She points out that in markets      ment, so traditional brand manu-        peal.
                                                                                 where Product of the Year is estab-     facturers will find themselves              “In-store promotions played
                                                                                 lished, case studies demonstrate        under increasing pressure, and          a key role in getting out our mes-
                                                                                 that products that win the right to     there is a real possibility that Pick   sage to consumers. We took Nu-
                                                                                 use the Product of the Year logo        n Pay’s house brand will be partici-    triday to our customers so they
                                                                                 have experienced a 20% to 40% in-       pating in Product of the Year in the    could try it for themselves,” Pryke
                                                                                 crease in sales.                        future,” Rohland adds.                  says.

                                                                                 SUCCESS OF PRODUCT OF THE
                                                                                 YEAR ‘A PLEASANT SURPRISE’
                                                                                 CONSUMERS ARE LOOKING FOR A WAY TO CUT THROUGH THE SALES HYPE

                                                                                          RINGING Product of the         tor, and helps manufacturers to im-         Given the highly competitive
                                                                                          Year to South Africa was a     prove their margins and differenti-     nature of the FMCG industry, it is
                                                                                          natural step for sales and     ate their products in the market.       perhaps not surprising, with the
                                                                                          marketing solutions com-            “Product of the Year is a global   benefit of hindsight, that brand
                                                                                 pany The Creative Counsel as, in        company and the concept of pro-         managers and manufacturers have
                                                                                 one way or another, the company         moting innovation in the FMCG           taken to a concept that helps them
                                                                                 represents about 60% of the fast        sector is one with which we ob-         to differentiate themselves in the
                                                                                 moving consumer goods (FMCG)            viously identify. As a result, we       eyes of consumers.
                                                                                 brands in South Africa.                 formed a joint venture with the             In addition, consumers are
                                                                                     Gil Oved, co-CEO of The Cre-        global organisation to bring Prod-      looking for ways to identify brands
                                                                                 ative Counsel, says: “We cover          uct of the Year to South Africa,” he    that share their values and that
                                                                                 the full value chain of solutions in    says.                                   stand out in terms of delivering
                                                                                 sales and marketing, ranging from            The success of Product of the      performance. “There is so much
                                                                                 field marketing to creative strategy    Year has been a pleasant surprise,      clutter in the market and consum-
                                                                                 design. Therefore, as we are very       as the company expected the adop-       ers want to be able to cut through
                                                                                 active in the FMCG industry, we         tion of the programme by the in-        the sales hype.
                                                                                 want to encourage innovation and        dustry to take longer than it has.          “Through independent re-
                                                                                 excellence in the sector. Our busi-     “Initiatives in other South African     search, Product of the Year pro-
                                                                                 ness grows as the FMCG brands           industries have not taken off as        vides a vehicle for consumers to
                                                                                 grow.”                                  quickly, but the FMCG sector has        give their votes to their favoured
                                                                                     Oved says it is innovation that     literally embraced Product of the       products and thus share them with
                                                                                 promotes growth in the FMCG sec-        Year,” Oved says.                       their peers,” Oved says.
PRODUCT - 2011
    of the year

                                                                                                                                                              As technology
                                                                                                                                                             improves, so it
                                                                                                                                                            is incorporated
                                                                                                                                                          into the product,
         RODUCT performance has          each market, usually on the basis     not gimmicks or flashy packaging,”    get people to try the product and
         proved to be the winning        of different hair types and washing   Won says.                             see for themselves.
         ingredient for the Sunsilk
         Co-Creations Damage Re-
                                             With a winning product formu-
                                                                                   Confident that the Sunsilk for-
                                                                               mulation would win over consum-
                                                                                                                         “The latest Sunsilk products
                                                                                                                     were only introduced last year and
                                                                                                                                                              and this is the
construction haircare range in its
category in this year’s Product of
                                         lation, marketing then focuses on
                                         conveying a truthful message to
                                                                               ers, Unilever introduced a small,
                                                                               very low-cost 50ml trial package.
                                                                                                                     the response was overwhelming, so
                                                                                                                     much so that we had trouble meet-        foundation of
the Year South Africa.                   consumers as to the value the prod-       “There was no point in spend-     ing demand, as the product is im-
    Seokhee Won, vice-president:
brand building – home and person-
                                         uct offers. “You have to focus on
                                         the product and its performance,
                                                                               ing huge amounts of money on ad-
                                                                               vertising when we really needed to
                                                                                                                     ported. This is now resolved,” Won
                                                                                                                                                          Sunsilk’s success
al care at Unilever South Africa,
says that while the Sunsilk Cauca-
sian brand was launched in 2004,
it demonstrates that an effectively
managed brand can remain fresh
and relevant over some years.
    “As technology improves, so it
is incorporated into the product,
and this is the foundation of the
success that Sunsilk has enjoyed
over the years.
    “As a marketer you can change
the packaging, the shape of the
bottle, the cap, make the label more
interesting, but the contents of the
bottle and the results consumers
achieve remain the most impor-
tant,” Won says.
    He adds that a benefit of hav-
ing a long-established brand is the
interaction that develops between
the brand and its consumers. As a
result, the Sunsilk team is able to
select the best formulations based
on consumer feedback.
    “Women, in particular, mea-
sure the performance of their hair-
care products by running their fin-
gers through their hair and feeling
the softness of the hair fibres after
the hair has been washed and con-
    “Unilever owns the patent on
the silicon system used in Sunsilk
Co-Creations Damage Reconstruc-
tion, and this differentiates the
range from other brands, as wom-
en can really feel the difference.”
    At the same time, a winning
formula in one market is not nec-
essarily a success in another, par-
ticularly when it comes to haircare
    Every nation’s women have
their own measure of what makes
for the right feel for their hair, and
this means that the formulation
must be adjusted and tailored to
 4                                                                                                                                          2011 - PRODUCT
                                                                                                                                                       of the year

                                                                                                                                                                Schick Extreme 3 Hawaiian Tropic
                                                                                                                                                                Female Razors
                                                                                                                                                                Extreme 3 Hawaiian Tropic is in-
                                                                                                                                                                fused with a coconut scent that
                                                                                                                                                                will indulge your senses while
                                                                                                                                                                shaving. Product improvements to
                                                                                                                                                                the Schick Extreme 3, a three-blade
                                                                                                                                                                disposable razor with a flexible
YEAR 2011. ALONG WITH THE RECOGNITION THAT THEY HAVE PRODUCED THE MOST                                                                                          blade, include a new gender-specif-
                                                                                                                                                                ic handle for improved control, er-
INNOVATIVE PRODUCTS IN THEIR CLASS COMES THE OPPORTUNITY FOR COMPANIES                                                                                          gonomically designed for the way
                                                                                                                                                                women shave; a lubrication strip
TO BRAND THEMSELVES AND THEIR PRODUCTS AS SUCH THROUGHOUT THE YEAR.                                                                                             containing aloe, vitamin E and jo-
                                                                                                                                                                joba; and fresher, more youthful
                                                                                                                                                                Kiwi and Coral coloured handles to
                                                                                                                                                                appeal to younger women.

Rama Spread for Bread                  Sunsilk Co-Creations Damage               Vaseline Petroleum Jelly                Shield Happy and Sexy                  NutriDay Fruit
Medium Fat Brick                       Reconstruction System                     Skin Protection                         Female Deodorant                       Yoghurt
Spreads                                Hair Care                                 Vaseline has always been an iconic      Shield For Women understands           The NutriDay Fruit formulation
Rama Spread for Bread follows the      Sunsilk knows that women love             brand in skincare, with most of its     that looking fabulous is just as im-   has been upgraded and improved,
launch of Rama Everyday (2008)         styling their hair, but wish they         expertise leveraged off Vaseline        portant as being protected from        both in recipe and packaging. The
and completes the Rama range           had haircare products to repair the       Petroleum Jelly. Vaseline now of-       underarm wetness and odour.            packaging relaunch focused on cre-
promise of “More Rama. Less            damage that styling causes. The           fers a new, triple-purified formula-    Shield Happy and Sexy roll-on pro-     ating a stronger brand, with clear-
Rands”. Now consumers need only        new Sunsilk Co-Creations Damage           tion which will better protect and      vides Shield’s renowned underarm       ly identifiable variants, better ap-
pay for the margarine benefits         Reconstruction System includes            heal skin, while keeping it feeling     protection with the added benefit      petite appeal and overall stronger
they need. Full-fat Rama Original      a shampoo, conditioner and treat-         moisturised and nourished. To the       of fine fragrances. Delicate floral    on-shelf dominance and impact. A
remains the product of choice for      ment, repairing damaged hair in           existing range of Original, Vitamin     notes of jasmine, rose, magnolia       new cup shape was also introduced
those wanting a versatile cooking,     just five washes. The system has          E and Baby Soft have been added a       and amber have been added to           for the larger formats. The recipe
baking and spreading margarine,        been co-created with London’s             Cocoa Butter and Aloe Fresh vari-       Shield’s 24-hour antiperspirant to     was improved by adding additional
while medium-fat Spread for Bread      Tom Taw, famous for repairing the         ant, a lighter, thinner, more easily    meet the needs of active and femi-     fruit pieces to improve the sensory
is the most affordable Rama, rec-      tresses of the hottest celebrity cli-     absorbed formulation.                   nine women.                            experience.
ommended for spreading only.           entele.

Air Wick Aqua Essences Fresh Mist      Rainbow Simply Chicken                    Vaseline Cocoa Butter Cream             Dettol Natural Soothing Hand Wash      Honey Cheerios
Air Freshener                          Saucy Steaklets                           Lotion                                  Antibacterial                          Cereals
Air Wick has developed new Aqua        Quick Meal                                Vaseline Cocoa Butter is the first      New Dettol Natural Soothing Hand       Nestlé is passionate about whole-
Essences Fresh Mist, a unique air      Rainbow Simply Chicken Saucy              product range from Vaseline spe-        Wash combines trusted Dettol pro-      grain, and has now made it easier
freshener with nature-inspired fra-    Steaklets are available in three          cifically formulated to meet the re-    tection with the natural goodness      for SA families to get their recom-
grances to make your home smell        variants: Garlic and Cheese, Pep-         quirements of black skin. Vaseline      of calming calendula and chamo-        mended daily wholegrain intake.
naturally fresh and welcoming. Un-     per and Mushroom, and Mixed Veg           launched Cocoa Butter lotions in        mile extracts, to gently cleanse and   New Honey Cheerios are made
like traditional aerosols, new Air     and Cheese. Made from chicken             2008 and has now followed up with       hydrate your skin. Other variants      with four wholegrains (corn, oats,
Wick Aqua Essences Fresh Mist          breast meat topped with a creamy          creams. Vaseline Cocoa Butter           include Caring, with nourishing        rice and wheat), combined with the
has a propellant-free trigger spray    sauce, with real vegetables and           Cream, with cocoa and shea butter,      aloe vera and botanical extracts,      irresistible taste of golden honey.
system, which creates the perfor-      natural flavours, they contain no         penetrates the skin to eliminate        and Invigorating, with uplifting       Honey Cheerios provide 12,5g of
mance of an aerosol with a fresher,    preservatives, no artificial fla-         dryness, leaving skin soft and sup-     and refreshing eucalyptus and          wholegrain per serving, and are a
more natural mist for fragrancing      vours, no added MSG, pork or soya,        ple while igniting the skin’s natural   ginseng extracts. Also available in    nutritious, delicious breakfast for
everywhere in the home.                and are halaal-certified.                 glow.                                   soaps and shower gels.                 the whole family.

Schick Skinprotect Sensitive           Yardley Oatmeal Spot Clear                Duracell Rechargeable Longer            Plascon Kitchens & Bathrooms           Duracell Pre-Charged Mini Charger
Male Grooming                          Skin Care                                 Stay Charged                            Paints                                 Battery Charger
Schick Skinprotect Sensitive is an     Yardley Oatmeal is launching a            Rechargeable Battery                    Plascon Kitchens & Bathrooms, a        Duracell Pre-Charged Mini Char-
anti-irritation shaving preparation    new skin regime specifically for          Duracell Rechargeable Longer            premium water-based enamel, con-       ger charges two rechargeable
with aloe and vitamin E, specially     the treatment of acne. The formula        Stay Charged stays charged for up       tains a unique micro-shield which      batteries in six to eight hours. It
developed for men with sensitive       consists of AC.NET, which has             to five times longer than ordinary      inhibits microbial growth. Silver      charges both AA and AAA re-
skin. Skinprotect Sensitive shave      been clinically proven to reduce          alkaline batteries. Pre-charged         Protect is known for its broad-        chargeable batteries, and comes
gel has an extra-gentle formula to     the over-secretion of sebum/oils,         and ready to use straight out of        spectrum antimicrobial properties,     with two AA Duracell Active
help soften the beard and soothe       hyperkeratosis, bacterial growth          the pack, Duracell Rechargeable         and it has the following additional    Charge rechargeable batteries. Du-
the skin. It is fragrance-free and     that causes acne, and inflamma-           Longer Stay Charged retains up          benefits: it is 10 times more wash-    racell Pre-Charged Mini Charger
dermatologically tested, and is        tion. It also contains tea tree oil and   to 80% of charge for up to one year     able than conventional water-          is sleek and lightweight in design,
ideal for overseas travel as it com-   oats protein to be more natural and       while not in use. Available in AA       based paint, it has excellent stain,   and has a single cell charging ca-
plies with airline LAG regulations     earth-friendly. Yardley also makes        (200mAh) and AAA (800mAh).              steam and chip resistance, and it      pability. It is available in three co-
(100ml restriction).                   use of FSC-approved cartons.                                                      has a beautiful matt finish.           lours: blue, pink and green.
PRODUCT - 2011
    of the year

Axe Twist Deodorant                    Lifebuoy Bar                             Colgate Total                           Gillette Cool White                      Norton 360
Male Deodorant                         Bar Soaps                                Toothpaste                              Male Razors                              Antivirus Software
New Axe Twist is a fragrance that      New Lifebuoy Bar helps fights            Colgate Total is an everyday tooth-     Gillette Fusion’s five-blade technol-    Norton 360T offers ultimate pro-
changes throughout the day, evolv-     germs that cause body odour, and         paste with 12-hour anti-germ ac-        ogy is the most advanced currently       tection, performance and peace of
ing from fresh citrus and fruity       protects the skin from germs for         tivity. It contains a patented com-     available from Gillette. Because         mind against digital dangers. It de-
notes to smooth woody notes. The       up to 12 hours, providing better all-    bination of triclosan, an anti-germ     the blades of the shaving surface        fends against viruses, spyware and
fragrance is designed to entice        round health for those who use it.       agent and copolymer. After the          are fitted closely together, and are     other online threats, while safe-
girls into loving the way their guys   Lifebuoy Bar has four variants: To-      plaque has been disrupted through       coated with an anti-friction layer,      guarding against online identity
smell, with a hidden “twist” that      tal, Care, Herbal and Deofresh. The      effective brushing, triclosan is re-    the shaving force is distributed         theft. Plus it automatically backs
continues to keep them interested.     new shape across all variants is de-     tained on the tooth surface by the      across the blades, resulting in re-      up important files and tunes up
It is available in deodorant body      signed to improve product perfor-        copolymer, where it can help pre-       duced pressure and less feeling of       your PC to keep it running at peak
spray, antiperspirant aerosol deo-     mance, ensuring a rich lather, no        vent plaque from reforming for up       irritation.                              performance.
dorant and roll-on formats.            mush and a longer-lasting bar.           to 12 hours.

Kotex Ultrasorb Tampons                Sunlight Paradise Sensations             Handy Andy Potpourri                    Sunlight Dishwashing Liquid Refills      StaSoft Smart Pack
Feminine Protection                    2 in 1 Auto                              Power Cleaners                          Dishwashing Liquid                       Fabric Softener
New Ultrasorb Tampons are the          Auto Washing Powder                      Handy Andy has launched a new           Everyday necessities can be so ex-       StaSoft Smart Pack offers the same
latest innovation from Kotex, de-      New Sunlight 2 in 1 Paradise Sen-        cream fragrance: Handy Andy Pot-        pensive in today’s tough times. So       StaSoft quality, but in an affordable
signed with an extra zone of pro-      sations Auto Washing Powder is           pourri. The unique floral fragrance     Sunlight Dishwashing Liquid has          and innovative 500ml pack. Now
tection right where it’s needed        the latest addition to the laundry       with petal notes will leave your        launched a refill pouch that is avail-   with Fabri-care – a unique condi-
most. Each tampon has a blue safe-     category. With an exotic, tropical       home smelling as fresh and clean        able in two sizes. Now you can get       tioning agent that slows down the
ty zone at the base, made of special   fragrance that will lift your mood       as it looks. In a bright-pink bottle,   the superior grease removal per-         ageing of clothing – StaSoft will
Ultrasorb material, which quickly      and excite your senses, and added        it is packed full of cleaning power     formance of Sunlight Dishwashing         leave clothes baby-soft, static-free,
draws in potential leaks and locks     fabric softener, it will leave your      and millions of micro particles to      Liquid, which you have loved for         easy-to-iron and fragrantly fresh
them away. In addition, Kotex          clothes wonderfully clean, notice-       remove even the toughest dirt eas-      years, at a more affordable price.       for up to two weeks.
Ultrasorb Tampons have smooth,         ably softer, and keep them fresher       ily.
silky covers for easier insertion.     for longer.

 Energizer Max Power Seal              Lux Beauty Body Wash                     Pampers Premium Care Nappies            Energizer Key Ring Light                 Wagner Wall Perfect
 Battery                               Body Wash                                Diapers                                 Lights                                   DIY
 Energizer Max, with Power Seal        Lux Beauty Body Wash is more             Pampers Premium Care is a pre-          It’s annoying that you never seem        The Wagner Wall Perfect W665
 Technology, is a trusted product      than a soap. The range, with a           mium tapped nappy that offers           to have a torch when you lose            wall paint spraying system makes
 from the innovators at Energizer.     unique conditioning cream, is en-        the best protection for your baby’s     something important in the dark.         it possible for even unpractised
 Through improved battery cell         riched with smoochable strawber-         delicate skin. The nappy absorbs        Now the new Energizer Key Ring           home handymen to work profes-
 construction, these new batteries     ries, juicy peach and yummy maca-        not only urine, but also runny          Light ensures that a handy light is      sionally on walls and ceilings, and
 lock in power, which results in im-   damia, promising soft and smooth         mess, through its unique honey-         always within your reach. No more        quite easily – without wasting time
 proved storage life and minimised     skin from the very first bathing         comb layer, while keeping your          lost cellphones in cars and no more      and effort painting with rollers and
 power reduction during storage.       experience.                              baby dry for up to 12 hours.            struggling to see coins in the dark.     paint brushes.

Pampers Sensitive Wipes                Colgate 360˚ Actiflex                    Cherubs Eco-Buds                        Surf Superblue                           Playboy Energy Drink
Baby Wipes                             Toothbrushes                             Baby Care                               Hand Washing Powder                      Energy Drink
Pampers Sensitive Wipes are re-        New Colgate 360˚ Actiflex, an inno-      The Cherubs Eco-Bud is currently        New Surf with Super Whitening            Playboy, a brand trusted the world
commended for use on newborn           vative brush with a flexible head,       the only earbud on the market in        Granules removes the yellowness          over to provide a good time, now
babies and babies with sensitive       a cheek and tongue cleaner, is de-       this country that is biodegradable      caused by repeated wear and wash-        forays into the energy drink mar-
skin. With urine causing ammo-         signed to clean in all directions – to   and flushable, because the stalk is     ing, delivering superior whiteness       ket. Consumers can be sure that
nia which irritates a baby’s skin,     remove bacteria from your teeth,         made from paper and not plastic.        on cottons and synthetic fabrics in      new Playboy Energy Drink will
Pampers Sensitive Wipes contain a      tongue, cheeks and gums, for a           As a result, the product is environ-    just seven washes.                       help make every event even better.
PH buffering system to return the      healthier whole-mouth clean.             mentally friendly.
skin’s PH levels to normal.
 6                                                                                                                                          2011 - PRODUCT
                                                                                                                                                       of the year


                                                 ESPITE being a very new        Cereal and Cheerios.                    their health when they took to the      to be in production by the middle of
                                                 entrant into the South              The company’s success prompt-      new cereals; understandably they        2012. At the same time, a degree of
                                                 African market, Nestlé’s       ed the addition of Honey Cheerios       were ruled by the taste. “Taste is      tailoring is required to meet local
                                                 Honey Cheerios has al-         to its range last year.                 king for kids. Having a healthy ce-     requirements, such as the fact that
                                        ready made a name for itself                 “We believe that our products      real that tastes great helps to make    the cereals have added vitamins
                                        among local consumers, who voted        have points of differentiation, par-    the parents’ job a lot easier,” Ad-     and minerals, and the levels have
                                        the product into top spot in its cat-   ticularly in terms of health and        ams says.                               to meet South African standards to
                                        egory in this year’s Product of the     nutrition. Our cereals have the              She notes that mothers are usu-    support the manufacturer’s claims
                                        Year South Africa.                      wholegrain advantage, and this is       ally the gatekeepers to the house-      on its packaging.
                                            Vanessa Adams, category mar-        proving particularly popular with       hold and winning their support is           “Cheerios is available in many
                                        keting manager at Cereal Partners       increasingly health-conscious par-      crucial. “The children’s cereal mar-    markets around the globe and
                                        Worldwide (a joint venture between      ents who want to encourage their        ket was fairly flat before our entry,   its taste has achieved popularity
                                        Nestlé and General Mills), says that    children to lead healthy lifestyles.    and it has been in a growth phase       across a broad range of consumers.
                                        despite the range of choice available        “In addition, Cheerios is both     for the past two years,” Adams says.    Milo, on the other hand, is available
                                        to consumers in the cereal category,    multigrain and wholegrain,” Ad-              The cereals are all imported       in fewer markets and we made ad-
                                        the company launched two new            ams says.                               at present, but Nestlé recently         justments to achieve the right level
                                        products into the South African              Not that South African young-      started construction on a plant in      of sweetness for South African con-
                                        cereal market in March 2009: Milo       sters were necessarily thinking of      South Africa and this is expected       sumers,” Adams says.

                                                                                                                                                                OVER TO

         ETTER performance, a           which the product is designed to        used in other areas of the home that    sists of existing products that have
         simpler buying process         be used.                                may face similar challenges, such as    been rebranded, as well as four

         and product innovation are         “There is no confusion about        rooms used by young children that       new products.
         serving to distinguish Plas-   where people need to use this prod-     may require more cleaning.                  “Our volumes are up more than
con in the market.                      uct. This premium-quality product           Another area of confusion oc-       20% and this proves our view that
    Alex Coggins, marketing direc-      was designed especially for these       curs when people want to paint          you have to have clear communica-
tor at Plascon, says that paint tends   environments.                           metal and they face an array of         tion with your customers in a com-
to be confusing for most consum-            “Bathrooms are often wet and        primers, cleaning products and top      plex category,” Coggins says.           USERS ARE
ers.                                    steamy, which can lead to issues        coats, usually spread across the            He adds that environmental
    “When you walk into a paint         such as mould growth near the           store.                                  concerns have a direct influence        REASSURED BY
store, you are confronted by many       shower. Therefore, Kitchens &               “We have pulled all our metal       on the paint market, as paints are
brands and products for different
applications. Therefore, we decid-
                                        Bathrooms is washable and very
                                        durable, so people can use deter-
                                                                                products together into our com-
                                                                                prehensive Metalcare range, which
                                                                                                                        manufactured using many chemi-
                                                                                                                        cals, some of which may be harm-
ed to make the shopping decisions
simpler for consumers and to dif-
                                        gents and quite harsh soaps.
                                            “In addition, we use a silver
                                                                                provides consumers with a step-
                                                                                by-step process, and all our packs
                                                                                                                        ful. Plascon is a member of the
                                                                                                                        Green Building Council, which has       PC PROTECTION
ferentiate ourselves from a prod-       technology that inhibits micro-         are colour-coordinated to make it       put guidelines in place to develop

uct performance perspective,” he        bial growth, so that mould will not     easier to understand the process,”      green buildings.                                       HILE        Symantec’s
says.                                   grow, and independent tests show        Coggins says.                               “We have developed a product                       range of Norton prod-
    Making packaging simpler and        that the paint will also inhibit sev-       Both product ranges were            called Evolution, which has no sol-                    ucts has been em-
easier to understand has been a fo-     eral types of bacteria that are com-    launched at the end of October last     vents and no volatile organic com-                     ployed by computer
cus for the company over the past       monly found in bathrooms and            year.                                   pounds (VOCs). As paint dries,          users for many years to protect
few years. In this way, consumers       kitchens. You still need to clean,          The Kitchens & Bathrooms            chemicals are released into the         their precious data and enhance
are easily able to choose the right     but the paint really slows bacterial    range has been introduced to over       atmosphere and they can be harm-        PC performance, it is Norton 360
products from the shelves.              growth,” Coggins says.                  600 stores, and the distribution        ful to human health and to indoor       that has found particular favour
    Plascon has just won Product of         The Kitchens & Bathrooms            footprint is still growing, but feed-   air quality. Evolution cuts out the     among South African consumers.
the Year in the paint category for      range arose out of customer feed-       back from customers is already          harmful fumes,” Coggins says.               Kara Rawden, senior marketing
its Kitchens & Bathrooms product.       back that suggested people were         proving very positive.                      Both Plascon’s Double Velvet        manager for Middle East and Africa
The first point of differentiation      very concerned about the challeng-          Plascon’s Metalcare range pro-      and Cashmere have also been re-         at Symantec, says the major appeal
is that the range’s name states         es of keeping these areas clean and     vides the best insight into the suc-    formulated with breathe-easy low-       of Norton 360 lies in the fact that it
upfront the areas of the home in        hygienic. The products can also be      cess of the programme, as it con-       VOC formulas.                           provides users with a comprehen-
                                                                                                                                                                sive, all-in-one security suite.
                                                                                                                                                                    “It does everything for the
                                                                                                                                                                user, working quietly in the back-
                                                                                                                                                                ground and making decisions on
                                                                                                                                                                the user’s behalf. It is very easy
                                                                                                                                                                to use the product, and it is ideal
                                                                                                                                                                for people who are non-technical
                                                                                                                                                                and just want to be protected from
                                                                                                                                                                the increasing level of threats that
                                                                                                                                                                there are out on the web today,”
                                                                                                                                                                Rawden says.
                                                                                                                                                                    In addition to providing core se-
                                                                                                                                                                curity, Norton 360 includes identity
                                                                                                                                                                protection, automatic backup and
                                                                                                                                                                PC tune-up features to give comput-
                                                                                                                                                                er users comprehensive, automated
                                                                                                                                                                protection for their PC in a simple
                                                                                                                                                                set-it-and-forget-it package.
                                                                                                                                                                    According to Rawden, not only
                                                                                                                                                                has Norton 360 just won Product of
                                                                                                                                                                the Year in its category, but it has
                                                                                                                                                                also won many other awards, giv-
                                                                                                                                                                ing users additional reassurance.
                                                                                                                                                                “This product continues to win
                                                                                                                                                                awards,” she says.
                                                                                                                                                                    The concern shown by consum-
                                                                                                                                                                ers as to the level of protection
                                                                                                                                                                afforded their increasingly mis-
                                                                                                                                                                sion-critical computers is easily
                                                                                                                                                                understood when the rising threat
                                                                                                                                                                level is considered.
                                                                                                                                                                    Rawden points out that two
                                                                                                                                                                out of every three internet users
                                                                                                                                                                have been victims of some form of
                                                                                                                                                                cybercrime. Symantec, across all
                                                                                                                                                                its products, identified 3,2 billion
                                                                                                                                                                attacks last year, and the number
                                                                                                                                                                of attacks is increasing every year.
                                                                                                                                                                    “The latest trend to take off
                                                                                                                                                                around the world has been the
                                                                                                                                                                greater use of social networking,
                                                                                                                                                                with sites such as Facebook gain-
                                                                                                                                                                ing millions of users. As might be
                                                                                                                                                                expected, this has brought with it
                                                                                                                                                                additional threats and we are see-
                                                                                                                                                                ing more attacks as a consequence.
                                                                                                                                                                    “Norton Safe Web for Face-
                                                                                                                                                                book is built into Norton 360, and
                                                                                                                                                                the technology scans and protects
                                                                                                                                                                your ‘wall’,” she adds.
PRODUCT - 2011
    of the year

                                                        NOTHING MATTERS MORE
                                                        THAN PERFORMANCE
                                                        UNILEVER’S LONG-TERM APPROACH MEANS
                                                        IT WILL NOT SACRIFICE QUALITY

                                                                  EVELOPING sustainable,       markets. “From our perspective,
                                                                  winning products re-         there are no global consumers,
                                                                  quires innovation, a clear   only local ones in each of our mar-
                                                                  understanding of consum-     kets.
                                                        er needs and the ability to create         “For example, in South Africa,
                                                        products that deliver.                 we focus only on South African
                                                            Seokhee Won, vice-president:       consumers. We have to look at our
                                                        brand building – home and person-      consumers in each market and
                                                        al care at Unilever South Africa,      ensure that our products work for

                                                        says that product performance is       them.

                                                        the key to success in the fast mov-        “We have to take into account
                                                        ing consumer goods arena.              our consumers’ differences and
                                                            “Nothing matters more to con-      similarities. In this way we can use          You may be
                                                        sumers than their products’ perfor-    our global research and develop-
                                                        mance, and this is at the heart of
                                                        Unilever’s approach to its brands.
                                                                                               ment capability to full effect while
                                                                                               tailoring our products to meet par-
                                                                                                                                          able to tempt
                                                            “At the end of the day, when one   ticular consumer needs,” he adds.
                                                        of our products wins a category            This long-term approach be-
                                                        award in the Product of the Year,
                                                        we know it won because it deliv-
                                                                                               comes particularly significant dur-
                                                                                               ing tough economic conditions,                briefly with
                                                        ered superior quality, meeting and     such as the recent global recession.
                                                        even exceeding our consumers’ ex-
                                                        pectations,” Won says.
                                                                                               In line with the need to preserve
                                                                                               the product’s long-term value, at
                                                                                                                                         promotions or
YARDLEY’S OATMEAL SPOT CLEAR                                “Consumers are very discern-       no time should the manufacturer           price, but they
                                                        ing. You may be able to tempt con-     even consider cutting corners and
OUTSELLS THE COMPANY’S MUCH MORE                        sumers briefly with promotions or      losing quality, Won says.
                                                                                                                                        will always turn
                                                        price, but consumers will always           “Unilever will still be in the
ESTABLISHED RANGES                                      turn to the product that performs
                                                        best for their needs.”
                                                                                               market when the recession is over.
                                                                                               Therefore, in the short term, mar-        to the product

                                                            He adds that reputable manu-       gins will be squeezed, but we will
                                                                                                                                         that performs
Y                                         Teenagers
          ARDLEY’S Oatmeal Spot                         facturers are in business for the      not sacrifice the quality of our
          Clear is winning fans                         long haul; they will not be tempted    brands.”
          among the demanding                           into cutting corners for a short-          He adds that marketing may              best for their
          South African teenage
market by providing a solution to      wanted a skin    term gain that will end up damag-
                                                        ing their brands’ future growth.
                                                                                               also shift somewhat during an eco-
                                                                                               nomic downturn, with a greater fo-                  needs
                                        solution that
one of the most annoying teenage                            “What matters is that consum-      cus on essentials rather than more
issues: facial spots.                                   ers keep buying our products for       luxury brands.
     Marius Knoetzen, product                           years, and it is the product’s per-        Another change taking place        of its products, particularly im-
manager for Yardley Skincare,
says the company’s Oatmeal range            would be    formance that keeps them coming
                                                        back to the brand.”
                                                                                               around the world is a greater em-
                                                                                               phasis on the environment, devel-
                                                                                                                                      portant when it is considered that,
                                                                                                                                      around the world, people use the
has been on the market for over                             Won points out that this is why    oping products that are more envi-     company’s products around two
20 years, and just over two years
ago Yardley decided to extend the
                                       effective, but   Unilever, for example, conducts
                                                        extensive consumer testing before
                                                                                               ronmentally friendly and ensuring
                                                                                               that manufacturing processes and
                                                                                                                                      billion times a day.
                                                                                                                                           “We are making significant
range in an entirely new direction.
     “We realised that there was         without the    the company introduces any new
                                                        products or variations on existing
                                                                                               all company operations have less
                                                                                               impact on the planet.
                                                                                                                                      changes in everything we do.
                                                                                                                                      Therefore, the entire chain, from
a gap in the market for a product                       brands into the market.                    With these needs in mind,          sourcing raw materials to the pack-
that could help clear the spots that
seem to plague people in the 12-21
                                        harmful side        In addition, while multinational
                                                        companies such as Unilever trade
                                                                                               Unilever introduced its Unilever
                                                                                               Sustainable Living Plan. The plan
                                                                                                                                      aging we use, is being reviewed in
                                                                                                                                      line with the commitments made
age bracket.
     “There were already a number
of products aggressively marketing
                                              effects   around the world, they have to de-
                                                        velop focused solutions for specific
                                                                                               is designed to reduce Unilever’s
                                                                                               impact across the whole lifecycle
                                                                                                                                      in the Unilever Sustainable Living
                                                                                                                                      Plan,” Won says.

themselves to teenagers. However,
many teenagers were complaining
that these often aggressive inter-
ventions were too harsh, dried out
their skin and left unsightly red
marks,” Knoetzen says. Teenagers
wanted a skin solution that would
be effective, but without the harm-
ful side effects.
     Oatmeal has a strong heritage
as a natural skin healing treat-
ment, and this provided Yardley
with a base that was both effective
and sent consumers the right mes-
sage. “The result is a preparation
that works and leaves your skin
smoother and softer, without the
drying effect often associated with
treating teenage spots,” Knoetzen
     Not only has the product been
endorsed by a dermatologist, but
it has also been through extensive
clinical trials. However, the proof
of the product is in the reaction by
consumers, who have voted Yard-
ley Oatmeal Spot Clear Product of
the Year in its category.
     Further, consumers are put-
ting their money where their vote
is. “Since the launch in September
last year, this specific range has
moved ahead and now outsells
both our oily and combination-skin
Oatmeal ranges, despite the fact
they have been on the market for
over 20 years,” Knoetzen says.
     He adds that young people are
often more prepared to try new
products. However, they are very
demanding and their brands have
to perform or they are soon dis-
     “The fact that our sales are
continuing to grow demonstrates
that the Yardley Oatmeal Spot
Clear range is working for our cus-
tomers,” Knoetzen says.

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