The black middle class in South Africa is arguably one of the most important markets, offering endless potential and continuous growth. A market that has grown from 1.7 million to 4.2 million in less than 10 years, as more consumers strive for better jobs and lifestyles. This is a market that is admired for their aspirations more than the money they spend, despite the black middle class having average annual spend of over R400 billion.
Marketers have noticed this significant growth which has lead to an increase in adverts being blatantly targeted at unsuspecting consumers. The brands that have started targeting the black middle class range from cereals to banks to premium alcohols. The advertisements are made specifically to target this market's aspirations of being in the top end of the market and thus portray the lifestyle that is associated with it.
The new Amstel television ad tells the story of a young, black man who washes dishes at a premium restaurant with the hope of becoming a chef. The tale shows how this man realises his dream and opens his own restaurant, to then celebrate with an Amstel. This ad is a classic example of a brand targeting a market who have huge aspirations of success and how Amstel is the easiest way to show how successful you have become or plan to be, "Fake it until you make it".Click here to see this ad.
Another alcohol brand that has targeted the black middle class is Oude Meester premium brandy which has blatantly said that drinking this premium brandy is a symbol of "making it", being wealthy and successful. Like Amstel, Oude Meester is creating aspirations of being successful and the way to show this to society is to drink expensive brandy. Click here to see this ad
well said chadles
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