During the month of January, ProActive™ harnessed the already entrenched influence of ‘Back to School’ to increase awareness and sales of relevant Reckitt Benckiser FMCG brands. An extensive activations campaign was implemented in major retail stores across Zambia, Zimbabwe and Namibia.

To highlight the unique benefits of Jik, Dettol Soap and Nugget, the activations campaign incorporated a creative strategy that engaged consumers and made the products relevant, desirable and a ‘must-have’.

“Activations campaigns have emerged as a powerful discipline that allows marketers to create a deeper relationship with consumers compared with mere exposure to brands. Activations are no longer about waving a flag, so to speak, but about drawing consumers into the story and making them participants. The Reckitt Benckiser Back to School campaign was positioned to connect the brands with consumers in a meaningful way, moving beyond plain awareness to driving intention to purchase,” says Peter KohlÖffel, spokesperson for ProActive™.

With the implementation of a theatrically creative strategy, brand ambassadors engaged face to face with consumers to highlight the reasons that Jik, Dettol Soap and Nugget were necessary for making school life easier, thus breaking through the clutter of other brands vying for consumer attention. The campaign was rolled out over a hundred and fifteen shifts during key shopping periods, which was of paramount importance in ensuring that sales expectations were successfully met.

Activations provide marketers with the unique position of connecting brands with consumers in a meaningful way. Finding ways to do this is vital if a brand expects loyalty. ProActive™ provides platforms for brands to successfully engage with consumers within South Africa and on the African continent. Contact Peter KohlÖffel at This email address is being protected from spambots. You need JavaScript enabled to view it. or 0861 776 826 or DM us @ProvantageSA for more information.

ProActive ™ Connect. Engage. Convert.

ProActive™ is a leading brand activation agency in South Africa and across the African continent, with extensive in-market experience. We offer creative solutions spanning concept, development and strategy through to execution on a national and continental level. ProActive™ can activate your brand in South Africa, Lesotho, Swaziland, Namibia, Botswana, Zambia, Zimbabwe, Kenya, Mauritius, Mozambique, Angola, Nigeria, Democratic Republic of Congo, Tanzania, Malawi and Ghana.