148 Brands & Branding

Brand Profile

They may be professional athletes like John

Smit, Tendai Mtawarira and JP Pietersen, or

they may be everyday South Africans pushing

the limits of physical endurance. Energade has

been there to rehydrate, replenish and refuel.

After years of in-depth research and consultation

with specialists in the sports nutrition field, Energade

was developed on the basis of providing

the optimum levels of hydration and

electrolytes for top athletes. To date,

Energade has been tried and tested by

South Africa’s sporting heroes, who still

remain loyal to SA’s number one sports

drink.

The brand’s first-to-market status

has made Energade synonymous with

the term ’sports drink‘ as it was the first

of its kind to hit South

African stores way

back in 1993. Energade

has maintained its

market leader position

through continuous

improvement on its

product innovations,

technologies and

credible association

with leading sports

authorities and

institutions, as well

as endorsements by

leading athletes and

teams.

The brand has been

around for 16 years and

despite rapidly changing

trends Energade has

always managed to

remain on top of its game by ensuring

that the brand is relevant and

aspirational to its market.

Energade aims to provide winning

moments for consumers in all

aspects of their lives, from being a

proudly South African sports fan to

conquering challenges on the field.

Energade was part of the

triumphant Springboks win in the

1995 Rugby World Cup and again in 2007. The

brand will continue to build on those links with the

Springboks and the MTN Energade Cycling team

whilst supporting major South African sporting

events, which include the Comrades Marathon, 94.7

Cycle Challenge and BSG Energade Triathlon Series.

Over the last few years Energade has supported

its pinnacle sponsors through exciting

limited editions, which have proven to

be very popular with its consumers.

The recent British and Irish Lions rugby

tour was commemorated by a special

Springbok-green, apple/pear, physcool

flavoured product. This has allowed

Energade to embark on a creative

campaign to further highlight its

sponsorship of the Springboks as well

as offer fans an exciting alternative in

support of the tour.

Energade is owned by Tiger Brands,

one of the largest food and grocery

companies in South Africa.

Energade will continue to provide

a quality product to South African

consumers and remain true to its

identity. It’s what you put in!

Jelly energy

The success of Energade is set to be

recreated with the launch of new

Energade Sports Jellies. Like its mother

brand, Energade Sports Jellies is

about delivering physical energy for

people who push themselves and are

determined to give of their best.

Senior Brand manager, Sajidah

Ali, explains that these scientifically

formulated, fortified jellies are available

in flavours that are already firm favourites amongst

Energade drinkers: naartjie, grape, orange, tropical

and blueberry. A source of vitamin C and electrolytes,

the Sports jellies are naturally fat-free and high in

carbohydrates. The jellies are available in 75g and

125g pack formats. “The 75g format is perfect for

on-the-go consumption and ideal for sportsmen

and women to consume before and during sporting

events, providing them with the extra energy

required to be on top of their game,” Ali says.

Brands & Branding 149

Tiger Brands

Importantly, the launch of the

Sports Jellies leverages off the

already strong Energade brand

to drive growth in the Gums and

Jellies category. This creates a

platform for connecting with a

greater number of South Africa’s

sport oriented consumers, and

positions the brand to offer a

complete “Energade sports solution

package,” Ali says.

In order to achieve these goals,

the brand has adopted a through-

the-line approach, the foundation

of which was an internal launch to

Tiger Brand staff members before

targeting the broader public. Ali

cites brand and design expert,

Paula Sartini, whose view is that marketers have

generally ignored the role emotions play in shaping

corporate behaviour, and the effect of this behaviour

on brands. Increasingly, however, marketers

are realising the impact that an integrated and

consistent marketing approach will have in

developing and delivering a successful brand

– hence the internal launch. Ali goes on to say

that this has helped the very people behind

the brand to understand its nuances and live

its values.

With this in mind, the staff was encouraged

to connect and engage with the brand

through a competition which promoted

sampling the product, understanding its

benefits and learning about the energy

platform of the product.

Beyond the internal sampling programme,

the brand team created relevance amongst

target audiences by engaging and activating

with consumers on their home ground, at

sporting events. Key, focused media channels

were also used to promote sampling.

“Going forward, in order for this innovation

to live in its consumers’ lives, the brand team is

cognizant that the marketing approach of this

product must rise above conventional marketing

practices, whilst still providing relevance in all

its communication,” Ali concludes.

The innovation behind this product is yet another

example of the dynamism of the Energade brand.

Planet Fitness room