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

The relaunch campaign aims to bring new energy to the brand. It incorporates:
  • a TV commercial
  • radio
  • an OOH campaign
  • collaborations with up-and-coming fashion designers
  • a dance track from Amapiano star DJ Maphorisa
  • more contemporary packaging
  • new authentic flavours (Chakalaka and Chilli Biltong)
  • point-of-sale and billboard elements, and
  • digital and social touchpoints.
"PepsiCo puts the people we serve at the heart of everything we do," says Iorio-Ndlovu, Simba chief marketing officer at PepsiCo sub-Saharan Africa. "Simba is proud to celebrate the rich, diverse flavours of South Africa coming together. With our 2020 relaunch, Simba is still South Africa's much-loved brand of chips, but modernised and more vibrant, without losing any of its heritage."

"Simba is the flavour that connects us. It celebrates inclusivity and it speaks to South Africa's genuine ubuntu values. This is about making moments together more meaningful, more precious," adds Iorio-Ndlovu.

"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, re-connect with our consumers again and have the courage to think big and celebrate what we believe in," says Iorio-Ndlovu.

"This is the biggest relaunch in 10 years. It was the right time to rejuvenate our brand and now we're ready to roar louder than ever," adds Iorio-Ndlovu.

Iorio-Ndlovu concludes that the relaunch follows Simba's highly successful 2013 Mapha relaunch, which celebrated Simba's heritage, but also conveyed Simba's 'sharing' message for the first time.

For more information, visit www.simba.co.za.