South Africa’s Number 1 Camphor Cream Breaks Into Lotion Market
July 5, 2013
South Africa’s number 1 camphor cream, Ingram’s, has broken into the lotion market with a new campaign utilising the well-known faces of the national broadcaster’s weather presenters.
The campaign, which broke on June 24, comprises 15 second spots which will flight around the weather broadcasts on SABC 1 and SABC2 for 2 weeks every month end for the next four months.
Tiger Brands Consumer Division category executive: Theo Mhlambi and marketing manager Wendy Wolhuter briefed their agency, Draftfcb Johannesburg, to develop a campaign to gain awareness for the launch of Ingram’s Camphor Lotions and generate trial of the three variants, Herbal, Original and Aloe Vera.
Strategist Zetu Damane was inspired by Ingram’s heritage as ‘The Skin Doctor’ however realised that the launch of a lotion, could inspire everyday usage of a product that really works, hence the creation of the payoff line ‘your daily dose for healthy skin’.
The agency’s creative response, crafted by a team comprising creative director Kevin Yong, art director Lethukuthala Zimu and copywriter Bonginkosi Luvuno, maximised the client’s budget with a very non-traditional shoot.
This involved working with one of the top still photographic teams in the country – Michael Lewis and Nick van Renen – to capture various South African landscapes beset with different weather conditions. These were then manipulated to create movement and combined with the images of the SABC weather presenters Mkhushulwa (William) Msimanga and Tsietsi (Paul) Monare, who were shot on green screens in studio and star in two 15 second commercials each.
The almost whimsical execution demanded a rather grandiose adventure before making it on to the small screen.
Explained managing partner, Romaine Mackenzie: “The intrepid creative team got the go ahead on Wednesday afternoon, took an early flight out of OR Tambo on Thursday morning and packed up their car at Cape Town airport for an epic road trip.
“Guided only by the daily weather forecasts, they hightailed it across the country in search of sun, wind and snow, zig-zagging from the Mother City to Jozi via Sutherland and the Karoo and accumulating 2 200 kms in just four days. Respect!”
“The result of Draftfcb Johannesburg’s efforts is a fresh and engaging introduction to Ingram’s Camphor lotion for daily all over body application regardless of the weather,” said Wolhuter.
“We have a broad audience to speak to spanning LSM 5 to 10, and I believe this execution – unhampered by the naked body beautiful cliché – simply and effortlessly conveys the Ingram’s promise, which has resulted in the 75-year old brand leading its market for too many years to count,” she said.
Client: Tiger Brands Consumer Division
Category executive: Theo Mhlambi
Marketing manager: Wendy Wolhuter
Agency: Draftfcb Johannesburg
Managing partner: Romaine Mackenzie
Account Director: Tanya Wilson
Chief creative officer: Brett Morris
Creative director: Kevin Yong
Copywriter: Bonginkosi Luvuno
Art director: Lethukuthala Zimu,
Strategic planner: Zetu Damane
Agency Producer: Barbara Clarke
Media planning: The Media Shop - Isla Stringer
Production house: Michael and Nick
Co-directors: Michael Lewis and Nick van Renen
Producer: Kirsten Husband
Editor: Angela Whitehouse of Glasshouse
Post Facility: The Bladeworks Post-production