Taste the Soul of Africa

Engaging traditional values alongside modern marketing techniques is a fine art, but one which MNO in South Africa seems to have excelled at, as evidenced by the success of Mageu Number One.

Engaging traditional values alongside modern marketing techniques is a fine art, but one which MNO in South Africa seems to have excelled at, as evidenced by the success of Mageu Number One. A non-alcoholic, fermented beverage packaged in 500ml and 1 litre Pure Pak® cartons. Mageu is a traditional brew made from porridge (maize meal, sugar and water), and available in six flavours; banana, cream, plain, guava, pineapple and extra strong. Home-brewed for centuries, the product has strong cultural associations with hospitality and goodwill. Mageu#s commercial development is closely linked with the mining industry and the early urbanization of workers in South Africa. Its recent success reflects a renewed surge in national pride. Tailored marketing activities include strategic sponsorship of youth, social and community clubs, such as the Sowetan Women?s Club and support for community events such as "The Sowetan Bridal Couple of the Year" - the largest bridal pageant in Africa. 2004-05 sees a new strap line, "Taste the soul of Africa" with a focus on the product?s emotional and traditional values and additional uses for the product in cooking and baking recipes