According to the agency, Puma is producing some great work now in the build-up to the 2010 Soccer World Cup. Guerrilla advertising such as chalk drawings on the street, viral e-cards/ video's and even advertising on beer seems to be taking the brand's communication on a whole new level.
Brett Bellinger, marketing director at Puma SA commented, “Puma is very happy to be working with the agency on creative ideas for the Love Equals Football campaign. The initial burst around Valentine's Day and the production of the football inspired Puma Sutra showed us that the agency is able to produce creative, which is functional and fun and, above all, transmits the right message.”
By replacing the word love in various lines with Puma's iconic football sketch, the brand hijacked Valentine's Day through restroom branding and table talkers in Primi Piatti's and News Cafés nationwide. In addition, hotel room door hangers were inserted into the Puma Sutra booklet and handed out at university campuses, at Melrose Arch shopping centre, Long Street in Cape Town CBD and Camps Bay.
Mugg & Bean will receive a comprehensive marketing solution that includes advertising, promotions, design and media strategy and planning from the Durban-based agency. Having been approached by the Famous Brands group, which acquired Mugg & Bean in 2009, the agency was awarded the business based on its track record with current clients, strong experience in the franchise industry and ‘disruptive' creative approach.
“Because the brand needs more than just regular advertising, the agency's disruption approach that is central to our entire communications methodology was a significant factor in Mugg & Bean awarding us the business,” says Justin McCarthy, group MD of TBWA\Group\Durban.
Graeme Morrison, managing executive of Mugg & Bean, comments, “We are delighted at the opportunity of drawing on the extraordinary retail skills and expertise of the agency's team. They have impressed with their early interpretation of the brand and we are optimistic that exciting times lie ahead, both for us as brand owners and for our franchisees, as we leverage the very unique positioning which the brand occupies within the South African casual dining environment.”
