ZIMGOLD

Zimgold were faced with the unenviable challenge of having launched their brand targeted at the wrong audience. The disconnect with its consumers was evident in its poor brand perception, resulting in weak brand stickiness.

Consumers resonate more with brands that are authentic and tell a story that is closer to their own.

After the analysing the brand from the ground up, we changed their communication strategy to a more “Proudly Zimbabwean” approach embracing Pop-African culture and the traditions that make Zimbabweans unique. We redesigned the labels, revamped its digital footprint, reworked the brand’s whole aesthetic and tone, to tell a more authentic and grounded story.

The brand repositioning campaign shifted perception in the mass market segment that had grown weary of Eurocentric communications. Sales grew and
the recognition as being one of Zimbabwe’s Superbrands soon followed. The campaign won 4 out of 11 awards at the 2019 Marketer’s Association of Zimbabwe Awards including awards in the Outdoor Media and Best Print Advert categories.