Aromat is a well-known South African brand, 60 years after it first appeared in South African kitchens, and a shining star of Unilever’s stable. But it doesn’t coast on its past success. When research indicated Aromat lacked traction among millennials, Unilever turned to its on-site digital and creative agency, U-Studio – run by Oliver, to come up with an answer. What they created is the Aromat Comedy Club, which combines South Africa’s upcoming comedy and influencer talents for a fresh image of Aromat.
“We know our audience is accessible online all the time-sharing, creating and engaging with rich content,” said Thobeka Mkhize, Aromat brand lead at Unilever. “Specifically, our audience is engaging with online comedy skits, so it was a natural fit for the brand as well, Thobeka”.
The campaign’s first season features seven local comedians – Mzee Mbuli, George Mnguni, Siyabulela Deli, Siphelele Cele, Bridget Mahlangu, Fash Ngobese and Siviwe Lutseke. They were matched with themes chosen by the U-Studio team, touching on everyday scenarios that resonate with millennials.
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