Super Group re-brands; aims to elevate position in Southeast Asia

Super Group, which houses instant coffee mix brands like Super Coffee, is seeking to redefine what it stands for as a brand and company in a bid to position itself for future growth.

To promote the new identity, Super Group will be rolling out campaigns in Singapore and Malaysia in 2013, starting with a campaign to introduce the new logo and packaging.

A core element of its new proposition is the spirit of optimism, with the group aiming to encourage consumers to celebrate the little joys in life.

Its refreshed 'Super swirl' logo, incorporating a new 'Golden smile' and 'Rainbow banner', seeks to embody this new positive outlook and attitude. 

Elaine Teo, general manager of Super Group, told Campaign Asia-Pacific that prior to the exercise the company found it a challenge to brief its creative agencies as it couldn’t pinpoint exactly what the brand stood for.

“In order to move to the company to the next level we knew we needed to do a rebrand exercise so that we are able to stay relevant with the times and create a very strong brand affinity with consumers,” she said. “In order to stay ahead of competition we know we need build very strong brand emotional cues with our consumers and stay relevant with them.”

The company worked with brand consultants Tangible, as well as Black on Black for its creative, and Ren Partnership for its creative strategy.

Super’s instant coffee products have seen significant growth in recent years as coffee becomes increasingly popular in the region, with the Group posting double-digit growth in sales annually over the past few years. It is leading player in Singapore, Malaysia, Thailand and Myanmar.  

Darren Teo, manager, corporate strategy and business development, said re-brand exercise is a long-term investment, with the company hoping it will help retain the existing customer base as well as capturing new consumers.