LOVED, TRUSTED AND
EVER-POPULAR
South Africa is home to several well-known brands that are woven into the fabric of our society, often through catchy advertising campaigns whose jingles and tag lines are embedded in our minds. CARYN GOOTKIN looks at some of our oldest and most loved brands
BLACK CAT Black Cat Peanut Butter was first produced in Potgietersrus in 1926, under the name Alderton Limited, which was bought by Tiger Oats Company in 1946. “Over the years, the brand has consistently maintained messaging that reinforces its quality credentials in a fun and light-hearted way,” says Edna Mohale, marketing director: culinary, Black Cat at Tiger Brands. “In 1950, with the launch of Springbok Radio, Black Cat was ready to take its place among the
BLAAUWKLIPPEN
OROS
Blaauwklippen – the oldest wine farm in Stellenbosch – was established by free burgher Gerrit Jansz Visscher (Visser) in 1682. The name Blaauwklippen – meaning blue stones – is said to be derived from the granite found on the farm, which has rich and fertile soils from the grey-blue decomposed granite deposited against the mountain slopes. “The farm has continuously reinvented itself to be integral to the communities of Stellenbosch, Jamestown and the broader South African wine industry,” says Ben-Carl Havemann, CEO of Blaauwklippen. “Down to earth with a rich history and winemaking tradition, Blaauwklippen continues to produce wines of distinction, in harmony with the simplicity of country living, which is key to the success of the brand.” The premium Blaauwklippen range of wines has been honed to maintain excellent quality, a characteristic for which the brand has become known. “We have expanded our range to cater for our consumers’ changing needs and extended that to the brand,” says Havemann. “Our new range of craft gins, for example, puts a fresh spin on our tradition, while offering consumers new ways to experience familiar products. We’ve also kept the brand alive and relevant by expanding the legacy to include new ideas and offerings to cater for families, events and outdoor enthusiasts in addition to the traditional wine lovers.”
Established by Charles Brookes in 1899, OROS has been a part of South African lives ever since. “Over time, the tone of brand communication has been endearing and warm,” says Tatum Chetty, brand manager for OROS at Tiger Brands. “In the early ’90s, OROS created an imaginary world that children could relate to with a jingle that has stood the test of time. The brand then became a cross-generational product with an iconic song with a memorable tune.” Who can forget the lovable OROS man who rose to popularity in the ’80s, along with the “O… O… O… O… OROS” jingle? “In such a serious world, people need to find a release,” says Chetty. “At OROS we believe that a world of play is a better world, so OROS remains ‘a squeeze of fun’.”
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big brands. The 1980s saw the famous TV commercial, ‘Bully on the Beach’ – who can forget the line ‘Black belt? U-uh. Black Cat’.” The business continues to invest in the brand. “The latest creative focus is on the ‘energy boost’, encouraging young kids to play more and challenge their imagination through problem-solving,” says Mohale. “Today we have four variants in various pack sizes with peanut content ranging between 91 and 99 per cent – a range to fit every kind of peanut butter lover.”
Oros
MADE IN SA
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Black Cat Peanut Butter
