If I could sing I would sing for this beautiful wonderful brand called Sarita. It was 2006/2007 and I was Marketing Manager of Flavored Alcoholic Beverages (FAB). I had an intuition that said there was a huge gap in the market that would be targeted to females in the higher end.
Yep, you can imagine how that went down. It’s all about proof & less about intuition. Against all odds & many obstacles, the launch happened. I remember working with the Chamdor brewers, with the product team & an amazing packaging manager Clive Buckley who was my support and would let me know never to give up. Working with one of the most amazing brand managers – Helen and Berge Farrel who designed this beautiful bottle Richard Seegers and going all out for the perfect feminine brand. With Helen leaving an amazing young marketer Tinyiko Mageza came on board.
I have always had a love for innovation and this brand pushed us to the limits. Sadly the advertising campaign never came to fruition. Aghh something’s just eluded us. The brand did so well in the market but we constantly were out of stock, consumers eventually got fed up.