[English] The rise of African consumers

The rise of African consumersDid you know that Africa is the second fastest growing region in the world? The continent had an average of 5.1 percent growth over the last decade, thanks to greater political stability and reforms that have driven private sector expansion across the continent.

This change in economic landscape has also allowed more Africans to emerge from poverty. Since the year 2000, 31 million households have joined the worlds consumer class, creating completely new markets and opportunities for businesses to expand.

Today, the number of people who fit into this category has reached 90 million, and is expected to hit 128 million by 2020.

By Edward LeBoutillier

Brands embrace royal wedding

Brands embrace royal wedding

Talking about localisation… It was impossible to avoid the hype surrounding the royal wedding over the weekend, and an estimated three billion global viewers tuned in to watch Royal favourite Prince Harry marry actress Meghan Markle. But it wasn’t just the general public that was celebrating, Creative Culture also takes a look at the ways in which brands have been embracing this Royal Engagement.


Prince Harry reportedly proposed to Meghan over a chicken dinner, which has inspired the creation of KFC’s fine china buckets. With only 25 produced, the bucket is said to be a fusion of ‘the finest English china and the fine flavour from the American South’, cardboard versions were also available to buy from KFC’s Windsor restaurant on Saturday.


Also playing on Harry’s chicken dinner proposal, M&S renamed its chicken sandwich to ‘The Proposal’ which was also offered free to anyone who presented a Royal Invitation to the wedding. M&S also temporarily rebranded to ‘Markle and Sparkle’ in honour of the couple.


To celebrate the Royal wedding, SodaStream have released a limited-edition series of bottles topped with fascinator hats. In support of the newlyweds who have voiced concerns over the use of plastics, the brand plans to auction off the bottles and donate the proceeds to Surfers Against Sewage – a charity which campaigns against pollution across the UK’s coastline.

Dunkin’ Donuts:

The American company produced heart-shaped doughnuts called the ‘Royal Love Donut’ which are covered in chocolate, drizzled with strawberry icing and filled with jelly. The brand also celebrated the occasion by offering ‘Royal Rides’, a chance for members of the public to ride in a bright pink carriage featuring the Dunkin’ Donuts logo.

Crown Jewels:

If none of these Royal themed products appeal to you, you might consider Crown Jewels’ unique offer. They produced a Royal Wedding Souvenir condom, which plays ‘God Save the Queen’ when you open it. Claiming to offer a uniquely patriotic experience, this is surely a must-have for any Royal enthusiast.

Interested in knowing more about the Royal and brands? Read our blog post here.

By Edward LeBoutillier

Earth Hour 2018 gains momentum

Credit - SaveourclimateDid you know that Earth Hour fell on the 24th March this year? This movement, which began in Sydney in 2007 as a 'lights out' movement, has since become the world's largest grassroots environmental campaign. Coordinated by the WWF and other charities, the event encourages all non essential lights to be turned off for one hour, from 8:30pm to 9:30pm. The impressive diffusion of the event can be attributed to the use of social media promotion, and this year 187 countries took part, with 3,000 landmarks and monuments observing the rules of the campaign. Specifically speaking, the Earth Hour twitter account posted 105 posts, which achieved 23,800 interactions and received 3,200 mentions from across Twitter. Importantly, other organisers and influencers also helped the event gain traction, with the likes of Maroon 5 and the Champions League also encouraging fans tosupport the cause.

Coca-Cola gets boozy in Japan

Coca-Cola gets boozy in Japan

Talking about localisation… Were you aware that the global consumption of fizzy drinks fell 3.1% between 2012 and 2017? Reacting to the international decline in fizzy drinks sales, Coca-Cola has started to diversify its products to help bolster sales.

In Japan, Coca-Cola is turning away from 125 years of tradition, and will launch its very first alcoholic beverage. This is thanks to the popularity of Japanese “Chu-Hi” alcopops – fizzy drinks which contain a local spirit – which are popular amongst the younger Japanese population. According to Coca-Cola executives, the company doesn’t plan to sell this unique product outside of Japan.

Coca-Cola often tests new and innovative products in this market, launching an average of 100 new products a year in Japan alone. But Japan isn’t the only market in which Coca-Cola has been trying to introduce new products based on local tastes. In the UK, the company has introduced three new drinks; Fuzetea – an iced tea, Honest Coffee – a cold coffee, and AdeZ – a dairy free smoothie.

These products have been launched in response to the UK’s new sugar tax, and also in response to reports that show that UK consumers are turning towards healthier drink alternatives, with bottled water sales exceeding those of fizzy drinks.

By Edward LeBoutillier