It’s South African Breweries (SAB) award season and at its South African SAB Marketing, Sales and Distribution conference Castle Milk Stout won the MD’s Award for Brand of the Year for extraordinary achievement in marketing. And, at the African conference, was handed the Mercatus Award for the consistency of the brand and the value Castle Milk Stout adds to SAB.
Boomtown has worked with the Castle Milk Stout (CMS) marketing team on through-the-line campaigns for five years and has been integral in taking it from a declining brand consumed by the traditionalist grey market, to a thriving brand having grown year-on-year.
Growth has been experienced in the rural, urban and 20 plus markets, with growth peaking at 12%. The thirty-something market has especially picked up on its innovative products: CMS Ultra Smooth and its CMS Chocolate Infused. And, it’s the brand-led campaigns and below-the-line activities that have engaged consumers at the point-of-purchase, which has created this success.
This as the title suggests is the Managing Director’s award, and it’s Mauricio Leyva who makes the final decision. In his view any brand that wins must be growing, be in good health and have all key brand attributes heading in the right direction for momentum for further growth. If all of these are in place then he looks at strategy and the capability development.
Celebrating the team’s recognition, and the role Boomtown had in the brand and the client’s success Glen Meier, Director at Boomtown said of the recognition: “This is a proud moment to savour for us, having passionately partnered with the CMS brand team for the past five years. This to us is one of the highest accolades, to see a client grow year on year through consistent effective marketing. Testament to our business focus of growing brands and growing sales.”
“The key for us winning in his view was the consistency of our strategy and how we’ve applied it – we’ve stuck to the task over the last four years and we are now seeing the stunning results of this consistency not just this year but the last as well when we thought we were in with a shot of winning” added Julian Remba, GM of CMS
Author: Kimberley Clare Ogden
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Article source: http://mype.co.za/new/a-moment-to-savour/50369/2015/06