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Simba announces relaunch campaign

Simba announces relaunch campaign

Simba has unveiled one of its largest brand relaunches in recent memory to celebrate the flavours of South Africa. The focus of the rebranding is to emphasise its aim to bring people closer together. 

People are feeling the need to connect now more than ever, as stated by Agnes Kitololo, platform director at PepsiCo sub-Saharan Africa. Simba can be the catalyst for rebuilding those meaningful connections with family and friends. That’s what the relaunch campaign is all about. The relaunch campaign aims to bring new energy to the brand. 

It incorporates a creatively brave TV commercial, radio, an OOH campaign, collaborations with up-and- coming fashion designers, a dance track from Amapiano star DJ Maphorisa, as well as more contemporary packaging, new authentic SA flavours (Chakalaka and Chilli Biltong), state-of-the-art point-of-sale and billboard elements, and digital and social touchpoints. PepsiCo puts the people they serve at the heart of everything they do. Simba is proud to celebrate the rich, diverse flavours of South Africa coming together. 

With their 2020 relaunch, Simba is still South Africa’s much-loved brand of chips, but modernised and more vibrant, without losing any of its heritage. Simba is the flavour that connects South African people. It celebrates inclusivity and it speaks to South Africa’s genuine ubuntu values. This is about making moments together more meaningful, more precious. 

The relaunch journey has helped Simba fall in love with their brand again. They have learned to be humble, to pause and reflect on their last years, re-connect with their consumers again and have the courage to think big and celebrate what they believe in, commented Iorio-Ndlovu. This is the biggest relaunch in 10 years. It was the right time to rejuvenate the brand and now they are ready to roar louder than ever. Iorio-Ndlovu concludes that the relaunch follows Simba’s highly successful 2013 Mapha relaunch, which celebrated Simba’s heritage, but also conveyed Simba’s ‘sharing’ message for the first time. 

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