Simba, long part of South Africa’s history has unveiled one of its largest brand relaunches in recent memory to celebrate the rich flavours of South Africa and to emphasis what the Simba brand does best – bringing people together.
The 2020 Simba relaunch comes after a period when moments with family and friends have been scarce, as we look to rebuild the meaningful connections that are such an important part of South African societal fabric.
The relaunch campaign brings new energy to the brand South Africans have loved for more than 60 years. It incorporates a creatively brave TV commercial, radio, an OOH campaign, collaborations with up-and-coming fashion designers, a dance track from Amapiano star DJ Maphorisa, as well as more contemporary packaging, new authentic SA flavours (Chakalaka and Chilli Biltong), state-of-the-art point-of-sale and billboard elements, and digital and social touchpoints.
The new Simba television commercial by leading SA director Tebza Malope takes a unique musical approach, featuring a song composed using the expressive sounds we make when enjoying the different flavours of our favourite Simba chips. The track was produced with DJ Maphorisa, just in time for summer-jam playlists.
Dancers starring in the video were directed by choreographer Nhlanhla Mahlangu – and were tasked with bringing each flavour to life on screen. In the true spirit of South African collaboration, emerging fashion designers were commissioned to create a tailor-made wardrobe for the dancers. Bespoke pieces were created for each Simba flavour by designers such as Peace by Khotso, Happyviille, Refuse, Deuce, Nao Serati, Art Club and Friends, and Swanker.