Status deodorant, one of South Africa’s most recognised men’s fragrance brands, intends to tap into the hearts and minds of young men to redefine the “Man of Status”. This is articulated in the brand’s latest television commercial which demonstrates why the iconic brand is still relevant today.
“The new Status man is one who wants more from life,” says Theodosia Mhlambi, Category Executive at Tiger Brands.
“This is a young man who is ambitious, takes pride in his appearance, is hard-working, and has that special something that makes other men want to be him and women to be with him.”
The new Status TVC communicates this. The commercial is a follow up of the previous campaign whose key message then was respect - a Status man is one who respects himself and those around him. The new brand communication idea, ‘You Either Have it or You Dont’,takes the messaging further. It talks about the unique qualities that make a Status man – confidence, ambition, hardwork, and a great appetite for life, and reaching for one’s goals.
“The campaign taps into the aspirations of the confident, up and coming generation of young South African men who are focused, driven, and want more from life,” says Moowa Masani, Strategic Planner at Kings James Cape Town.
The TV commercial also launches the new Status variants: Legend and Endurance. Interactive social media, a print campaign and radio promotions will be utilised to support the commercial.
In developing the new strategic positioning of the Status brand and ultimately translating it into insightful and exciting creative work, Masani says it was also important to demonstrate what makes Status relevant to the current young generation of men. “We wanted to show that this iconic brand is still contemporary and relevant in today’s slick world by ensuring that it stands for those values that resonate with the target market.”
Mhlambi agrees, adding that the intention of the campaign is to also start a conversation with young men by making the brand more accessible, giving them a sense of ownership of the brand.
“For the first time in the history of the brand, consumers will get to choose who they believe is the perfect Status Man. This is a man they believe represents and lives the Status values,” Mhlambi says.
The individuals with the highest nominations will be appointed Status brand ambassadors for 2013. The chosen individuals will be featuredin a host of exciting Status activities across the country.
“Indeed with the new campaign, the legend of the Status Man is being celebrated and brought to life,” concludes Mhlambi.
To view the new Status Man TV commercial visit:
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