S ’ A S D N I H E B N I A R B E H T D N A R B D E V MOST LO SPECIAL FEATURE
By Andrew Lukhele
H
ansa Pilsener Marketing Manager, Refilwe Maluleke, at the tender age of 30, holds the title of youngest Marketing Manager in the history of South African Breweries (SAB). As Marketing Manager for Hansa, Refilwe is responsible for developing all communication for the brand, including TV, radio, print, outdoor and digital media. Donald Makhafola talks to her about her job as the brain behind the South Africa’s biggest and most well-loved brand.
What do you like most about marketing? That marketing is, in essence, about understanding people – their needs, wants, what makes them laugh or cry and what is important to them. You need to know all of this so you can connect with them effectively.
What fascinates you most about the Hansa brand? Hansa is a beer brand with a big purpose. This is unusual as most beer brands focus on fun and frivolity and I find that having a meaningful purpose inspires me in my role. Hansa aims to inspire South Africans to achieve their dreams and then celebrate their success.
The landscape of South Africa is constantly evolving. Consumers don’t stagnate and you need to evolve alongside them, whilst understanding that their wants and needs are changing. We need to stay relevant as these consumers have ever-increasing opinions about their environment and world events. 20
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Refilwe Maluleke Marketing Manager Hansa Pilsener
Hansa has been repackaged, is that part of marketing or repositioning it?
the pack that most consumers are drinking, so we have listened to that and responded by investing in making it look attractive so that these drinkers enjoy Repositioning is part of marketing. Hansa the same quality experience as someone drinking the 330ml. has always been the premium beer within the mainstream market and we Hansa has changed from being a wanted our packaging to live up to that dull brand and is now known as promise and speak to it. With the new packing, we are the only brand which has quite a vibrant brand. Was this foil on the 750ml bottle, adding to its party of your marketing strategy premium look and feel. This is ultimately
when you came in?
Source: Courtesy of Spekko Food
Since you have been appointed as the marketing manager for Hansa, what can you say has been your biggest challenge?
