Selati unveils new look
Selati, one of South Africa’s most well-loved brands, has revamped its core brown and white sugar packaging to reflect its new brand positioning centred on ‘Sprinkle Joy’. Based on the latest consumer insights the packaging has been modernised in a manner that evokes joy and happiness.
While the look may have changed, Selati wants to reassure customers, shoppers and consumers that it’s still the same pure, quality, locally produced, Selati sugar inside each pack. The front of the new packaging continues to proudly carry the distinctive red, rising sun motif, which symbolises the brand’s origins in Mpumalanga (the place where the sun rises), ensuring easy on-shelf navigation for shoppers.
Fun, bold and playful, Selati’s new look tells the Selati story through a ‘real’ sprinkle of sugar - dotted with a variety of finger-drawn shapes designed to prompt feelings of joy and happiness. The back of the new packaging also highlights Selati’s origins, community partnerships amplifying its support for local growers and communities and the journey to the consumer.
Selati’s latest brand campaign will be supported by an integrated through-the-line marketing approach including creative in-store point of sale and promotions, engaging out of home displays, social media, PR and activations as well as a new TVC launching in 2019.