Halala Episode: How Brands Remain Relevant in an Established yet Changing Cultural Landscape

When it comes to road trips and coffee stops, Wimpy is a brand that has managed to continue resonating with South Africans. From 'finger licking good' to 'it's nice', the brand's social commentary and humor have become synonymous with the country's culture. Similarly, Nando's has used various advertising platforms to create a 360-degree campaign that has taken it from being a takeout meal to a winner.

The key to success lies in being quick to react, creating a brand personality, and understanding what makes your unique proposition stand out. This enables brands to entrench themselves in the hearts and budgets of consumers, even as moods and preferences change over time. Food is a central theme in Mzansi, and Vodacom has tapped into this love by creating adverts that made fans part of the team.

The subtle nuances, characterisation, and timing of these adverts helped establish Vodacom as part of the South African conversation. By recognising and embracing our differences, brands can connect with consumers on a deeper level. The early days of cellphone company advertising are a great example of this, with Vodacom's 'Yebo Gogo' payoff line sculpting a series of adverts that resonated with the nation.

So, how do brands remain relevant in an established yet changing cultural landscape? One effective way is to be a mirror to the mood, becoming part of the narrative or even creating it. Our individual strands make up a truly unique South African tapestry, and brands that have added their own color and flavor to this story are synonymous with our nation's heritage.

From umqhele to vellies, striking colors and patterns on skirts and tops to the plumes of braai smoke and the rich aroma of biryani, there is no shortage of cultural richness in South Africa. As we honor our heritage and celebrate our cultural wealth, it is clear that we are a nation that values 'gees'. Whether it's putting the SA flag on the side mirrors of a car or wearing it triumphantly after winning a rugby game, we are a people who know how to have fun.

As we move forward, it is crucial for brands to recognize and celebrate our unique cultural identity. By doing so, they can remain relevant in an established yet changing landscape and continue to connect with consumers on a deeper level.

Halala episode