South Africans voted in their thousands in a national campaign to decide which flavours of Simba chips remain, and which would be discontinued – confirming the key role that flavour plays in our national identity.
The “Choose Me or Lose Me” campaign invited Simba fans to choose which two of three iconic chip flavours – Salt and Vinegar, Tomato Sauce and Cheese and Onion – should survive, and which one would be discontinued. Ultimately, Simba Salt and Vinegar and Cheese and Onion survived.
“South Africans have a distinctive set of tastes, which sets us apart from other nations,” said Giulia Iorio-Ndlovu, Senior Marketing Director for salty snacks at PepsiCo, custodian of the Simba brand. “We take our role very seriously in catering to these tastes. This is why we consult our consumers and let them have their say when we consider changing our flavours.”
This relationship with its consumer has seen campaigns such as the What’s Your Mmmzansi Flavour, which led to the launch of Chilli Biltong, Chakalaka and Shisanyama flavours. Having been voted out, the classic All Gold Tomato Sauce flavour will make way for the new arrivals.
Iorio-Ndlovu said the “Choose Me or Lose Me” campaign had clearly caught the nation’s imagination, with thousands of votes having been received.
“We saw the leading flavour change a few times,” said Iorio-Ndlovu. “Salt and Vinegar was top of the rankings for a while, then Cheese and Onion took over. But it was very close, and anything could have happened.”
The final rankings once the votes were tallied were:
1. Cheese and Onion: 539 298 | 44,99%
2. Salt and Vinegar: 195 460 | 37,00%
3. Tomato Sauce: 110 623 | 18,01%
The flavours that South Africans prefer, have become an important part of our culture, according to the brand. While tastes change slowly, there has been a gradual evolution in taste preferences.
“South Africans have always loved sweet, salty, creamy and tangy flavours,” said Ndlovu. “But recently, they are showing interest in meaty flavours, and flavours that evoke our braai culture, such as Shisanyama, Chilli Biltong and Chakalaka.”
“These familiar, nostalgic flavours mean something to South Africans. In a sense, they help to bind us together. Our tastes do gradually develop. At Simba, we need to be in touch with our customers to ensure that we’re giving them what they need, and that we remain relevant in that evolving taste context. That’s what the “Choose Me Or Lose Me” campaign is all about.
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