Oh the power of the box! Yesterday I bought my 3 and a bit year-old 'grandson' some lightweight, cotton 'Dozer' brand pyjamas from Woolworths in Sandton City. They were available in two colours. Holding up one set I asked, 'What colour are these?' to which he responded triumphantly, 'Yello Summer!'
South Africans exposed to the highly visible MTN mobile phone network's 'Yello Summer' campaign using (obviously!) the MTN yellow brand colour, will understand immediately. If you haven't seen the MTN campaign, just goes to show the power of TV ads on impressionable little minds. That's what's called a powerful brand extrinsic! Santie Botha and her marketing team could've been Chairman Mao's sidekicks if he'd known about them. They'd have brought a whole new elegance to brainwashing. Great branding stuff!