Puma (South Africa) Creative BriefDocument Transcript
Why are we advertising?
1. Puma lacks the energy to keep up with its competitors (i.e. Nike, Adidas)
2. Puma doesn’t have an identified target
a. Everyone wears Puma and the ads have no clear target
1. Give the brand a purpose 2. Increase regional presence
Who are we speaking to?
The Benchwarmers, Age 20-35
Huge sport fans (especially rugby and soccer). They try to emulate their favorite
players and teams. The Benchwarmers take fanaticism to a new level – they go to
every game, buy all their merchandise; it’s almost as if they are everything but a part
of the team.
Brands are key in the three top markets (Johannesburg, Cape Town, and Durban).
They have an existing affinity for the Puma brand and especially like local brands
(i.e. Vodacom and Castle Lager) the group is inspired by the Western cultures. It’s a
contributing factor to why they buy so many name brands. Another is that in the last
decade many people are coming in to money and are beginning to buy the items they
could not afford in years past.
This group of middle class, business people likes to let loose a bit. It’s part of the
South African culture. It’s a social atmosphere across the country. They love music,
the beach, partying…even if at a stoplight. They are more spontaneous than
Americans. Technology is not the means to organize a party. General cell phones and
online usage occur, but are not as sophisticated as other cultures.
The meshing of sport and lifestyle
Single Most Important Message:
Puma is “Your chance to be a member of the team”
Reasons to Believe:
1. Puma sponsors more than ½ of the rugby and soccer teams within South
2. The brand’s wide variety of product offerings (apparel, accessories, etc.)
For all media try to stay local; South Africans have a cultural proximity to their own
1. Basic online tools (Yahoo! is most popular search engine)
3. Print – magazines are huge
4. TV – especially Yizo Yizo (popular drama)
5. Non-traditional – at sporting events