Brewster tops in PR awards
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.