South African Tourism Launches New Global Marketing Campaign.

South African Tourism is excited to launch its new global brand campaign, “South Africa Awaits – Come Find Your Joy!” This campaign celebrates South Africa’s lively culture and amazing experiences, inviting travellers to discover the joy of visiting the country.

“Our new campaign invites people to find their inner child and experience the excitement of exploring. The campaign’s main video shows the true feeling of South Africa, where every moment can bring joy.” says Thembisle Sehloho, Chief Marketing Officer of South African Tourism.

A Story About South Africa

The campaign’s video is more than just pretty pictures. It’s a story about what makes South Africa unique.

Created with Avatar by a top South African creative agency, the campaign was led by Phil Ireland the Chief Creative Officer.  “We wanted to make something that people would feel and not just see. We showed South Africa through a child’s eyes, capturing the pure joy and wonder of our country.” says Ireland.

The video takes viewers from the busy streets of Johannesburg to the beautiful Cape winelands. It features famous South African artists like musician Zakes Bantwini and chef Wandile Mabaso, showing the country’s creative spirit.The music in the video is by Vusi Mahlasela. “I love my country, and this ad shows how amazing South Africa is and it shows the beauty of our country with the warm welcome visitors receive.” says Mahlasela.

More Than Just Tourism

This campaign is not just about bringing tourists, it’s about showing South Africa as a top destination for fun, culture, and adventure. It also supports South African Tourism’s goal of boosting the economy through tourism.

“We want to tell the real story of South Africa by showing our people, traditions, and art, we’re offering a special travel experience.” says Sehloho.

The campaign also helps South Africa reach its goal of attracting 15 million visitors by 2030, as part of the government’s plan for growth.

Find Your Joy in South Africa

“South Africa Awaits – Come Find Your Joy!” will be shown around the world in the coming weeks. It encourages people to experience South Africa’s music, culture, nature and food.

“This campaign lets us share South Africa’s vibrant story and we want people to experience the heart of our country.” says Ireland.

“The world is ready to find joy again and South Africa is ready to offer it. Now is the perfect time to visit.” says Sehloho.

Pick n Pay and SA Rugby Announce Major Partnership

Pick n Pay, a well-known South African supermarket, has signed a four-year sponsorship deal with SA Rugby. Their logo will now appear in gold on the back of the Springbok rugby jerseys, as well as on the jerseys of all South African national rugby teams.

The first time fans saw the Pick n Pay logo on a Springbok jersey was at the Hong Kong Sevens tournament on Friday, March 28, 2025, when the Blitzboks played against Uruguay. In a new step for SA Rugby, the Pick n Pay logo will also be on the front of all national team training gear. Usually, one company sponsors both the match and training jerseys, but this time Pick n Pay will focus on training kits.

This sponsorship also supports rugby at the community level. Pick n Pay will be the main sponsor of the national club championship, the Gold Cup. They will also sponsor a new women’s rugby tournament, with more details to be announced later this year. This partnership brings together two strong South African brands, and both Pick n Pay and the Springboks are known for their strength, passion, and commitment to the country.

“This sponsorship is about more than just putting our logo on a jersey. It’s about celebrating the values that bring South Africans together. The Springboks represent unity, and Pick n Pay has been a trusted part of South African homes for many years. We are proud to support the Springboks as they aim for greatness. We’re also excited to help grow rugby at all levels, from local clubs to professional teams so our customers and fans can be part of this journey,” said Sean Summers, CEO of Pick n Pay.

“With this Pick n Pay and SA Rugby partnership, we will work together to uplift, inspire, and empower. Just as the Springboks play for national pride, Pick n Pay has been serving South Africans for over 50 years. Both Pick n Pay and the Springboks show how teamwork and dedication can inspire a nation, on and off the field. We’re especially excited that Pick n Pay will help us grow community rugby through their support of the Gold Cup and the new women’s rugby competition”, said CEO of SA Rugby, Rian Oberholzer.

Moozlie Partners with Mahindra South Africa.

South African star Nomuzi Mabena(Moozlie) who is an award-winning artist and creative director, is now officially working with Mahindra South Africa. This partnership follows her successful job as the host of the Mahindra Fusion Fest on 22nd February 2025.

On March 27th, Moozlie announced her new car on Instagram, confirming the partnership. She will be driving a new Mahindra XUV 700 Black Edition which is a powerful SUV with great safety features, a strong look and It’s designed for exciting adventures. The Black Edition has a black leather interior, special wheels and a strong engine.

Moozlie is excited to start new adventures and share them with her fans. She will represent Mahindra at special events and share her experiences on social media. “I’m really excited about this partnership with Mahindra. It’s great to work with a brand that shares my love for new ideas and creativity and I can’t wait to see what we do together,” said Moozlie.

“Moozlie showed the young and real energy of Mahindra at the Fusion Fest. We’re happy to have her join the Mahindra family and we’re looking forward to many great trips together.” said Rajesh Gupta, The CEO of Mahindra.

Follow Moozlie’s journey with Mahindra for updates.

About Moozlie:

Moozlie (Nomuzi Mabena) is a South African artist, TV personality, and creative director. She’s known for her music, fashion, and creative work. She loves adventure and stylish travel, making her a great fit for Mahindra.

MTN Ends Sponsorship of the Springboks After Eight Successful Years.

After eight years of collaboration, MTN and the Springboks are ending their sponsorship agreement. During this time, the Springboks won back-to-back Rugby World Cups in 2019 and 2023 bringing joy to fans across South Africa.

MTN SA CEO Charles Molapisi described the partnership as an incredible and rewarding experience. When MTN became the lead sponsor in 2017, South African rugby faced challenges, but the team has since grown stronger.

“For us, this was about more than just branding. We wanted to bring rugby back to the people and support the spirit of Ubuntu. We are proud to have played a role in the success of SA Rugby,” said Molapisi. He thanked SA Rugby for trusting MTN as a sponsor and expressed pride in being part of the team’s journey. The partnership helped grow the sport by taking it beyond major stadiums to smaller towns and rural areas.

SA Rugby President Mark Alexander also expressed his gratitude to MTN, especially for their support during difficult times for the sport. “MTN believed in us when we needed support the most. Together, we have enjoyed what will be remembered as a golden era of rugby in South Africa,” he said.

During the partnership, MTN invested R30 million in grassroots rugby development. The company also helped expand the fan base through initiatives such as the BokSquad and Bozza, bringing supporters closer to the team. Molapisi thanked the fans for their passion and support, emphasising that rugby in South Africa will continue to grow.

MTN is now shifting its sponsorship strategy to support a broader range of sports in South Africa. The company will continue its investment in football through the MTN8 sponsorship. “Rugby has demonstrated how sport can unite and inspire our nation. With the continued support of companies like MTN and organisations such as SA Rugby, we believe South Africa will keep producing champions,” Molapisi concluded.

Fashion is what you make it – NOTIVESALE #BrandofTheWeek

Notivsale clothing

Fashion has evolved over the years. Trends come and go, and new designers emerge with every new style that hits the market. Fashion has always been a way to express yourself and ranges from accessories, clothing, footwear etc.


This week we got to speak to Lehlohonolo Inama, founder of NOTIVSALE (pronounced Not for Sale). Lehlohonolo started his brand because he was driven by not finding anything that suited his style and always seeing people doing the same thing with clothes.

Lehlogonolo Inama
Lehlohonolo Inama (Founder NOTIVESALE)

What is NOT IV SALE about?

​NOTIVSALE is a brand that has never introduced change for its own sake. Instead, it has chosen to refine constantly the design of garments. Each development is analysed carefully to ensure that it adds to the luxurious pleasure to be discovered when handling the garment. NOTIVSALE focuses on silhouettes through & through, with more detail and finer finishing. NOTIVSALE is about progressing with infinite care by making certain that the garments give exceptional wear.

Why the name NOT IV SALE?

We actually struggled coming up with a name at first. However, NOTIVSALE popped out when we made our first product and we were like ‘This is not for sale anywhere.’, that’s how the name came about.

  • NOTIVESALE2

What does fashion mean to you?

Fashion to me is not popular, it is what you can create or recreate and make popular. Streetwear is mostly what I relate to and what my brand produces.

​Where and how can people buy your products?

To purchase, you can visit the website www.clearcart.za or visit the NOTIVSALE page on Instagram. Courier to customers around Johannesburg is free, the product is delivered within a day. If the product is not available, the waiting period is 3-5 working days. To customers outside JHB the delivery fee is R100, and door delivery takes 2-3 days.

What are your goals for NOTIVSALE?

My short-term goal is to have a store in my hometown and collaborate with every brand from the East Rand. My long-term goal is to have more than 5 stores around South Africa.

Why do many South African brands suck on Social Media

South African Brands and Social Media

Social media has fundamentally impacted how brands communicate with their customers and many South African marketers are still grappling with this fact. Whether it is Facebook, Twitter or LinkedIn, they just don’t seem to be getting it right. 

Social media has shifted the conversation between brands and consumers from being a monologue to a dialogue. Brands are no longer required to be talking to consumers, but to be engaging with customers. Contrary to traditional media (TV, Radio, Newspapers), brands need to listen and respond to their customers and many brands suck at this. They take a long time to respond their customers’ queries (if they do respond; or give generic responses to every query. 

This therefore brings me to the top-five reasons why many South Africa brands suck at social media. 

1. Lack of understanding of Social Media best practices 

Based on the research I conducted for my Master’s dissertation, the majority of the respondents indicated that they did not understand the social media best practices. As mentioned above, many brands don’t respond promptly to queries or don’t respond at all. According to a Lithium-commissioned study by Millward Brown, 53% of customers expect brands to respond in less than an hour. When customers have complaints, the figure shoots up to 72%.

2. Deleting negative comment or disabling comments

Social media opens a room for brands to be criticised publicly no matter their intention. The emergence of “Black Twitter” has made many South African brands wary of social media. This is because some social media users tend to hide behind the handle and say nasty things about brands. However, deleting negative comments or not allowing comments on the brands’ posts is not the best solution, as brands may lose their fan base and a negative perception could be created. Instead, brands need to take on the challenge.

3. Using the same creative everywhere

One other common mistake that South African brands make on social media is using the same creative for traditional media on social media. For example, taking an entire TVC and posting it on social media, expecting it to land correctly. Each social media platform has its own unique features. Therefore, the creative needs to be crafted according each platform’s requirements. For example, GIFs work well on Twitter. 

4. Using the wrong influencers

Most South African brands fall in the trap of selecting influencers based on popularity instead of alignment. When a brand uses an influencer that is not aligned to the brand, not only does the brand run the risk of not getting their return on investment from using that influencer, but it can also have an adverse impact on the brand’s reputation. 

5. Not understanding the audience 

Communications 101 requires brands to have an understanding of the audience they are talking to. By gaining an understanding of their social media audience brand, they will be able to deliver better messages that resonate with their customers. A post that does resonate with the audience is as good as no post at all. 

Social media will continue to dominate how brands and consumers interact and it is up to marketers to make the process seamless and ensure that it works in their favour. In order to achieve this, South African marketers will need to work hard in avoiding the aforementioned common mistakes. 

South African brands that won the 2019 Cannes Lion Awards

South African Brands Cannes Lion Winners

The Cannes Lion Awards took place this past week in Venice. They are a global yardstick of creative excellence.  In short, the Cannes (as the they are popularly known) are what the Oscars are in the movie industry. They are a big deal and if your brand’s creative communications wins a Canne it means if you have done the damn things (only South Africans will get this).

The Cannes have been running for 66 years and is attended by thousands of people from different parts of the world. And each years they get bigger and better.

There are twenty categories that campaigns get nominated for. The categories range from print and publications to social and influencer lions.

As in the past South African brands and campaigns were nominated in this year’s Cannes. Here are the South African winners of the 2019 Cannes Lion Awards:

Alan Gray – Film (Consumer Services: Business to Business)

Alan Gray’s “Father’s Share” won a Silver Canne and their creative agency was King James Group Cape Town.  Watch here:

City Lodge – Radio Lion

City Lodge won a Gold Canne for their “more lodgy – less dodgy” radio campaign. The campaign was the work of TBWA\Hunt\Lascaris Johannesburg. Take a listen to the ad here:

Doom – Radio Lion

Tiger Brands’ Doom won a Silver Canne for their “You Should Have Used Fast, Deadly Doom: ‘Revenge of the Cockroach’ and ‘Revenge of the Mozzie” campaign by Ogilvy Johannesburg. Listen here:

Edgars – Entertainment Lion

Edgars’ “Don’t Tell Me What To Do” featuring Sho Madjozi campaign won on a Bronze. The ad agency behind this was VMLY&R South Africa.

https://youtu.be/7LH2yCyJcmQ

Mercedes Benz SA – Entertainment Lion

Mercedes Brands SA won a Bronze for their “Return to Chaman’s Peak” film where the focus was on the S-Class. The ad agency behing this film was Net#Work BBDO. Wh

https://www.youtube.com/watch?v=1CRBaalkhLs

Nike South Africa – Lion for Change

Nike South Africa won a Bronze of for the “Just do it: Caster Semenya” and the ad agency behind the campaign is WIEDEN+KENNEDY Amsterdam.  

https://www.youtube.com/watch?v=6UW-VgxlIZI

A big Pat on these brands for representing South Africa at the Cannes.

The impact of xenophobic attacks on South African brands.

You are probably wondering what the xenophobic attacks have to do with brands. Well… the answer is EVERYTHING, because in this world nothing ever works in isolation. The impact may be direct or indirect and its magnitude may differ but the bottom line is that there is an impact. According to Otto Sterlik founder of the Protea Group, xenophobic attacks not only have an effect on the tourism industry but the entire South African economy.

A report by Ernst & Young states that Africa is an important growth market that no consumer products business can afford to ignore. More and more global companies are establishing business in Africa. South Africa, being one of the largest economies in the African continent, is often used as a “gateway” to Africa. The companies first set up base in South Africa before penetrating other African markets.

South African companies are also making inroads to the entire African continent as part of their growth strategy. The spell on fellow African brothers and sisters is therefore not only detrimental to the foreigners but to the companies that have already established themselves in other African countries and those that have plans to enter other African countries.

Over the weekend I received a very disturbing voice note from a friend. The man speaking on the voice note (whom I assume is a Nigerian national) is calling on all other African nations to “bomb” South African businesses in foreign countries if the South Africans don’t stop attacking foreigners. Last week, the MTN Head Office in Abuja, Nigeria had to shut down after they were invaded by anti-xenophobic protesters.

Nigeria is MTN’s largest and most profitable market. In 2013, MTN Nigeria reported more profits than MTN South Africa.

MTN is not the only South African brand that could be adversely affected by the wake of the xenophobic protests. Shoprite, a leading retailer in South Africa has about 7 stores in Nigeria compared to the 600 store in South Africa. The giant retailer sells more bottles of Moet and Chandon Champagne in Nigeria than in all liquor  South Africa. This is an indication of how significant the Nigerian market is.

Nigeria is not the only market that South African brands have successfully established business in. Countries such as Angola, Tanzania, Botswana, Mozambique and so forth, have also opened their boarders for South African brands that are doing quite well.

If the xenophobic attacks continue, the growth of brands such as Standard Bank, DSTV, Woolworths, Tiger Brands and many others will be impeded. The brands will lose out on the investments already made in other African countries.  South Africa’s GDP will drop and ultimately more people will become unemployed. The consequences are just undesirable.

South Africans need to unite against the few culprits of the xenophobic attacks to prevent South African brands being attacked in other African countries.  I would also like to urge the South African brands to use their influence in their respective industries to educate and help curb the xenophobic attacks.

Kwame Nkrumah was famously quoted as saying “the forces that unite us are intrinsic and greater than the superimposed influences that keep us apart”. Unemployment, corruption and drugs are all global problems. It is time for Africa to unite, because we are one!

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