The highly regarded Lephema family from
Lesotho partnered with international cement company and Boomtown client,
Lafarge, to launch Maluti Mountain Cement. A product that carries the
Lephema name with pride, the inception of the brand marks the beginning of a
fruitful partnership with the world’s leading building materials supplier.
The brand name draws on the strength of
the Maluti Mountains and the haven it has created for the region. The campaign
line “Our Mountain. Our Cement” looks to empower the people of Lesotho to build
mountains and safe havens of their own.
“We’re launching an infant brand and
have developed a brand strategy, an integrated communications plan, the
corporate identity (CI), packaging, collateral and an above-the-line launch
campaign,” remarks Boomtown Strategic Director, Glen Meier.
Retaining the gold of Lephema Executive
Group, the brand platform and bold iconography of the CI is a result of a full
trade immersion exercise which included store visits and meeting individuals
who have or will build their own home. Understanding the pride people have in
their homes and that there are only two cement competitors within Lesotho,
Maluti Mountain Cement is a strong challenger brand.
“The mountains of Lesotho are a symbol
of strength and safety for the nation,” remarks Maluti Mountain Cement Managing
Director, Lebona Lephema.
“When our customers use our product, we
want them to know they are building with the best so they can hold a sense of
pride as they build their haven and mountain. For more than 180 years, Lafarge
has provided integrated solutions and high-tech materials that build
communities. Our family too has become synonymous with quality and
reliability across Lesotho’s industries, so the partnership is as solid as the
structures Maluti Mountain Cement will build and support.”
For more information, please call 076 321 8918 or
email kimberley@boomtown.co.za.
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