Tiger Brands Rainbows and unicorns
What is a “Kasi Star Brand?”, you may ask. Allow Sarina de Beer, MD of Ask Africa, a research business which invented the category, to illuminate you: “The winning champion brands just get what the township consumer wants and needs, these brands understand the township environment in all its diversity,” she says. Ask Africa, a research business, has determined the 24 top such brands in their inaugural Kasi Star brands survey, and the winner turns out to be that much-awarded staple of the South African pantry, KOO, described by its Senior Brand manager as “the original rainbow brand for the rainbow nation”. Ask Africa believe that affordability and sustainability are the two key drivers of the purchase decision in the township market, which accounts for 41% of consumer spending.
Comment: The continued evolution of the townships, designed as Apartheid’s grim dormitories, is one of the true miracles of the new South Africa.