Brew­ster tops in PR awards

Finweek English Edition - - Advertising & marketing -

CAPE TOWN PUB­LIC RE­LA­TIONS firm Mar­cus Brew­ster Pub­lic­ity cleaned up at the Prism Awards for ex­cel­lence in pub­lic re­la­tions, win­ning four gold awards – one be­ing voted over­all win­ner – and a sil­ver. The over­all win­ner was a cam­paign for Can­derel, in which PR took the lead­ing role ahead of ad­ver­tis­ing. Sec­ond spot was taken by an­other Cape Town PR con­sul­tancy, At­mos­phere Com­mu­ni­ca­tions, part of the KingJames group, which won a gold, sil­ver and two bronzes.

Though Can­derel was one of the first low-calo­rie sweet­en­ers on sale in SA, it hadn’t been ag­gres­sively mar­keted and the mar­ket­ing chal­lenge was to re­store its brand eq­uity by both build­ing the cat­e­gory and rais­ing brand aware­ness.

Spe­cific ob­jec­tives were to de­liver brand ex­po­sure via PR and pub­lic­ity worth at least R10m and to align Can­derel with fash­ion style while re­tain­ing the in­trin­sic brand val­ues of a low-calo­rie sweet­ener.

Spon­sor­ship fig­ured big among the ac­tiv­i­ties un­der­taken: the By Caprice lin­gerie sea­son launch (first show­ing of Caprice’s in­ter- na­tional col­lec­tion, mod­elled by Caprice); Vo­da­com Dur­ban July and J&B Met, both high-fash­ion events; Free Choco­late Day; Jo­han­nes­burg, Cape Town and Dur­ban fash­ion weeks; spon­sor­ship and PR lever­age of Harry Sideropoulis’s the­atri­cal satire No Sugar, Can­derel Please.

In 10 months, MBP achieved me­dia ex­po­sure cal­cu­lated at R22m, ex­ceed­ing the ini­tial tar­get of R10m by 120%. Can­derel li­cens­ing agree­ments pro­hibit the re­lease of sales data, but The Nielsen Com­pany fig­ures show Can­derel’s mar­ket share has im­proved sig­nif­i­cantly. Brew­ster, who pro­vides pub­lic­ity ser­vices to high-profile per­son­al­i­ties, hit the head­lines re­cently as a “spin doc­tor” for trou­bled Fi­den­tia boss J Arthur Brown.


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