In association with
of the year
1 April 2011
THE MARK OF
of the Year logo
that this is a
not because we
say so, but
that product as
the best in its CONSUMERS ARE BECOMING MORE AWARE OF THE PRODUCT OF THE YEAR LOGO, AND THE
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
AN INNOVATIVE PRODUCT ON WHICH FULL MARGIN IS ACHIEVED IS THE IDEAL FOR PICK N PAY
duced by a manufacturer that truly
listens to its customers and mar-
vides a quality point of differentia-
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
“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
“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
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,”
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
THE SCIENCE OF HAIR “
SUNSILK TAILORS ITS FORMULATIONS BASED ON CONSUMER FEEDBACK
improves, so it
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
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
THESE ARE THE WINNERS IN THEIR RESPECTIVE CATEGORIES OF PRODUCT OF THE
Schick Extreme 3 Hawaiian Tropic
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
CEREALS WITH A WHOLEGRAIN ADVANTAGE
NESTLÉ’S HONEY CHEERIOS ARE PROVING POPULAR WITH PARENTS AND CHILDREN ALIKE
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.
CLEAR COMMUNICATION THE WAY TO GO HAND IT
TWO NEW PLASCON RANGES HELP CONSUMERS MAKE THE RIGHT DECISIONS
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,”
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
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
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.
HAVE THE VOTE
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
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
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
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
“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.