More of the same

Finweek English Edition - - ADVERTISING&MARKETING - POLOKO MO­FO­KENG polokom@fin­media24.com

VO­DA­COM is now red, the same colour as its ma­jor share­holder, Voda­fone of Bri­tain, and the first phase of its R200m brand mi­gra­tion pro­gramme is de­signed to en­sure ev­ery­one knows it. Un­for­tu­nately, the colour is very sim­i­lar to that of com­peti­tor Cell C.

But never mind. The newlook Vo­da­com burst on to print me­dia and TV fea­tur­ing well-known faces from past ad­ver­tis­ing. The Yebo Gogo duo, Mo the Meerkat and Player 23’s El­ton and Jan. So far all the ads are about aware­ness there’s a re­brand­ing hap­pen­ing. A sec­ond phase will shed more light.

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