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No adjustments please, we're South African |
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June 2010 |
We thought that, given the big kick-off, we would bring you a selection - a mere sample - of packaging which was feeding into the huge publicity which the World Cup is (and always was) going to enjoy.
So we walked around the shelves of three supermarkets and found ... well, very little.
What we have on these pages is almost all we found (except that some
brands, for instance Milo, displayed multiple instances of World
Cup-related labelling - so we are not showing all of those). 
The World Cup-related packaging which there was, was primarily from
large multinationals like Nestlé, Kellogg's and Coca-Cola. These
companies generally have large market shares in the sectors in which
they supply - but some domestic companies also have dominant shares in
many sectors.
The various explanations were offered for the lack of World Cup
kick-off in SA foodbev packaging: pure inertia, the costs of
redesigning and re-producing labels, and a fear of redundant stock
afterwards.
Whatever the reason, the lack of such differentiating changes indicates
that the age of flexible labelling has not yet arrived in SA for most
foodbev producers.
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