The Journal of Marketing – The Battle of the Youth Brands continues…

Jimmy Muteba – Brand Ambassador of Trace

• Trace TV is made of two channels: Music and Lifestyles – passionate about youth expression (urban, young, sheek).
• Other Trace products include Trace Mobile, Trace FM and Trace Website.
• Trace is 99% about music videos and being exclusive – getting content before others (being the first).
• Branding has been important for Trace success to the urban youth culture (focus on the brand culture).
• Hip Hop culture and living the culture brings people back to get more information – Trace is about creating a platform where consumer finds what they need regarding Urban and Youth Culture.
• Youth marketing with music has been successful as youth love music – youth relate more to this content.

Zayd Abrahams – Head of Marketing – Sparkling: The Coca-Cola Company South Africa

• Coca Cola has been marketing at grassroots and this is key to their success.
• Coca Cola is South Africa’s number one brand and the coolest brand – 4% GDP contributor to the nation.
• Focusing on the future of the nation – taking the action to the people e.g taking the World Cup trophy around the world to make people part of the experience.
• Youth Marketing is about integrity – long-term sustainable relationships.
• Coca Cola is global and drives optimism through youth marketing.
• The brand is about making a difference in people’s lives and changing them to make them better.
• Communicating brand vision and making sure that there is a brand fit with the marketing (youth) is essential to success.
• Coca Cola has not changed it logo but changes its tag lines to fit a period and market.
• Coca Cola always finds ways to integrate itself to the popular culture so that they stay relevant in the youth market.

The Next Breakfast will be on the 29th of July titled: Direct Marketing or Marketing Direct – “Is traditional marketing as we know it dying, or is it dead?”