And the Winners are

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AND THE WINNERS ARE... The favourite brands in the townships revealed

The best-loved brands in South Africa’s townships were revealed in a Daily Sun supplement on 16 May 2017. Market research company, Ask Afrika, conducted a comprehensive nationwide survey with a sample that is representative of the township population, comparing brand usage across 144 product categories and ranking 2 996 brands. This year, 36 Ask Afrika Kasi Star Brands and 59 potential Kasi Star Brands emerged from the study. Kasi Star Brands are woven into the fabric of vibrant South African townships. The overall 2017/2018 Kasi Star Brands winner and favourite township brand is Coca-Cola, with KFC in second place, Kiwi shoe polish third, Koo beans fourth and Mageu No 1 fifth. Coca- Cola has been the top township brand for two years running. Ask Afrika Kasi Star Brands are defined as brands that are used most loyally by South African township consumers. These brands encapsulate a common experience and Kasi consumers are committed to them.

Proudly South African

Coca-Cola, the international giant, is continuing to enable a customised approach for its brand. The ability of a global brand such as Coke to merge local vernacular with a personal intimate occasion between two potential lovers, is the ideal recipe for loyal consumption of Coca-Cola to celebrate special moments. Kasi consumers are proudly South African and opt to buy goods that are produced locally, believing that South African products are usually of high quality. They think that it is important that brands act ethically and refuse to buy products from a company that they disapprove of. Kasi consumers support brands that empower previously disadvantaged South Africans. “The Target Group Index (TGI) data has shown that Kasi consumers are very loyal to South African heritage. Tradition and community is important in the Kasi where people take care of one another. They expect the same from brands that they pay money for,” says Dr Amelia Richards.

Sharing and CSI

Brands that share what they achieve in empowering and uplifting disadvantaged communities through their CSI initiatives will garner loyalty from the Kasi consumer.

Not only did the KFC “Add Hope” campaign feed 5 million children during World Hunger month, but it feeds 110 000 children every day. In 2016, the KFC initiative included the unveiling of the wall mural on Vilakazi Street in Soweto, increasing awareness for the campaign. The residents can collect seeds from the tree mural on the wall, encouraging them to grow their own vegetables and fruit. “Brands that connect and identify with the language, the culture and local style will win over the hearts of Kasi consumers. Respect is inherent in the Kasi culture as are ethics, caring for the past and present, hope and a belief that we will all build a better future, as a collective – brands are expected to be part of this ethos,” concludes Richards.