Simba’s Rejuvenated Brand Roars Louder


The 2020 Simba relaunch campaign incorporates a creatively brave TV commercial, radio, an Out-of-Home (OOH) campaign, collaborations with up-and-coming fashion designers, a dance track from Amapiano star DJ Maphorisa, as well as more contemporary packaging, new flavours, state-of-the-art point-of-sale and billboard elements, and digital and social touchpoints.

The relaunch to celebrate the rich flavours of South Africa comes after a period when moments with family and friends have been scarce, as we look to rebuild the meaningful connections that are such an important part of South African societal fabric.

Agnes Kitololo, platform director, potato chips, PepsiCo Sub-Saharan Africa said, ’People are feeling the need to connect now more than ever. Simba can be the catalyst for rebuilding those meaningful connections with family and friends. That’s what the relaunch campaign is all about.’  

‘PepsiCo puts the people we serve at the heart of everything we do,’ said Simba chief marketing officer, PepsiCo Sub-Saharan Africa Giulia Iorio-Ndlovu. ‘Simba is proud to celebrate the rich, diverse flavours of South Africa coming together. With our 2020 relaunch, Simba is still a much-loved brand of chips, but modernised and more vibrant, without losing any of its heritage – Simba the Lion and those great-tasting, authentic South African flavours.’

The new Simba television commercial by leading director Tebza Malope takes a unique musical approach, featuring a song composed using the expressive sounds we make when enjoying the different flavours of our favourite Simba chips. The track was produced with DJ Maphorisa, just in time for summer-jam playlists.

Dancers starring in the video were directed by choreographer Nhlanhla Mahlangu, and were tasked with bringing each flavour to life on screen. In the true spirit of South African collaboration, emerging fashion designers were commissioned to create a tailor-made wardrobe for the dancers. Bespoke pieces were created for each Simba flavour by designers such as Peace by Khotso, Happyviille, Refuse, Deuce, Nao Serati, Art Club and Friends, and Swanker.

‘The relaunch journey has helped us fall in love with our brand again. We have learned to be humble, to pause and reflect on our last years, reconnect with our consumers again and have the courage to think big and celebrate what we believe in. This is the biggest relaunch in 10 years. It was the right time to rejuvenate our brand, when we have the insights and the boldness we need – and now we are ready to roar louder than ever.’