Iconic South African chewing gum brand, Beechies was bought by Natela Importers from Kraft in 2009. The new brand custodians want to build on the strong heritage that the gum has in the country and has appointed Y&R Johannesburg to reposition the product as a household name.
Melanie Behan, managing director of the ad agency explained, “We’re excited to have Beechies on board. They’re looking for strategic insight, remarkable creativity, and business impact that’s based on outcomes, not just outputs – something Y&R is obsessed with and we will focus on throughout the relationship.”
Y&R Johannesburg’s Executive Creative Director, Rui Alves added, “We’ve started to uncover some great ideas on the brand. It’s an outwardly fun brand that has immediate appeal to the creative team’s inherent edgy playfulness. Our intention is to redefine the category with work that’s impossible to ignore.”
According to BMI Research, consumption of chewing gum has been on the increase in the South African market over the past decade, with the market showing signs of maturity in recent years. The gum category is exceptionally competitive in South Africa and was valued at R700m in 2009.