Building awareness
He said the rise in sales in several important markets ahead of the 2010 FIFA World Cup was affirmation of the strategy to capitalise on the steadily building awareness of the soccer tournament.
Last year, brand owner Distell signed an agreement with FIFA, entitling it to market the drink in limited-edition special packaging to commemorate South Africa's hosting of the games.
Swanepoel said both in South Africa and in selected markets elsewhere, the brand had stepped up merchandising and other marketing activity to highlight its association with the games, using soccer shirts, soccer balls and vuvuzelas, while still very much focusing on the intrinsic competitive advantages that had earned it support in over 100 countries.
He confirmed that its investment in research to conserve, protect and manage elephants in their natural environment, as well as in sustainable economic development programmes established in and around the marula-growing region of Phalaborwa and further afield, had also helped to further the brand's reputation, particularly amongst developed nations, where consumers wanted to see evidence of social responsibility.
