Simba new branding

Simba introduces a fresh new look

Simba is re-launching the iconic potato chip brand with a new look and feel to drive additional interest in the snack aisle. The re-launch is focused on refreshing the range of fun and flavourful potato chips to address consumer needs while boosting brand exposure in retail outlets. [Click to enlarge]

Says a Simba press release:

A South African icon for 56 years, Simba is committed to further investing in its brand by continuously updating its image to appeal to shoppers and consumers alike and provide easier on shelf navigation and presence.

This contemporary new design includes a bigger and more prominent Simba The Lion, capitalising on the easily identifiable icon. At the top centre of the packet, is a modified brand logo re-introducing the famous crown that makes it “The Unmistakable King of Snacks”.

The changes made to the packaging are significant, yet the product range retains the key elements that have made Simba a recognisable South African brand for so many years. Additionally, the large 125g packet will come in a thicker film to enhance the look and feel on shelf.

Part of the research conducted by Simba included elements to ensure that the fundamentals of the new design are assembled centrally on the pack, making it easier for the consumer to track all the important product information at a glance.

“At Simba we are extremely proud of this fresh look, which marks an exciting new chapter for the brand. The new packaging will help to revitalise the brand and contribute to continued growth. We are confident that this updated look will appeal to all customers while keeping the brand firmly in touch with Simba’s rich heritage,” says Rita Fernandes, senior brand manager for Simba.

The brand re-launch will be supported by a full marketing campaign including a television and radio commercial, sampling activity, PR and in store branding. The campaign will communicate the changes to customers and ensure that while their favourite Simba product may have had a makeover it’s still the same Simba taste experience inside the pack.

The refreshed look of the range is not the only big news from Simba. The party bag size (200g) will also be launched concurrently with the packaging re-launch, giving consumers a format for the socialising and party occasion.

Simba’s re-launched range will start appearing in store nationally from end November 2012.