Having recently been awarded the Dolphins’ (KZN’s provincial cricket team) account, Y&R Durban was tasked with redesigning and launching the new 2011/ 2012 cricket season kit, following the Sunfoil sponsorship.
Jesse Chellan, CEO of KZN Cricket commented, “The new colours and design gives the team an aggressive look, inline with our philosophy for the season.”
While the green symbolises the positive growth and collective energy of the Dolphins’ squad, the red in the Sunfoil logo represents the fiery passion that drives the team to win. The black is indicative of their authority, power and stability.
“The locally designed and manufactured kit has been created to cement the partnership between two iconic KZN brands, which have an overlapping audience and as such, a mutually beneficial partnership,” said Shoaib Moosa, Sales and Marketing Director of Willowton Group, the manufacturers of Sunfoil Triple Refined Sunflower Oil.
Research reveals that the majority of the Dolphins’ cricket fans are also family people who enjoy a home cooked meal. This insight was expressed creatively in the print executions of the advertising campaign to further promote the new kit.
Dubbed “now we’re cooking”, the print elements show that Sunfoil and the Dolphins’ are a winning combination. By combining cooking and cricket in the campaign, Y&R created a link that would show how well the two brands work together.
Agency MD, Lindsay Leppan commented, “Just like cooking, cricket is all about preparation and the right ingredients, and the combinations used make a huge difference. We used the Dolphins’ players as brand ambassadors of Sunfoil, and by doing this we hope Sunfoil's consumers will relate to the campaign and hence establish an emotional relationship with the brand.”
Y&R’s creative team, including Lunga Shezi, Lindsay Leppan and Bobby Cowie are confident that the new look and advertising campaign are truly representative of the Dolphin’s spirit; something the players can be proud of and that their loyal fans can resonate with.