COBB Global has appointed 8909 Digital to handle the repositioning of the COBB brand communication strategy. In addition to this, 8909 Digital will lead the conceptualisation and roll-out of the COBB Global African Heritage Safari range of products.
Born in the southern tip of Africa over 20 years ago, the multi-award-winning COBB was created as a safer, more economical way for rural South Africans to cook. The first fuel for the COBB was a dried-out corncob, which is how the versatile cooker coined its name. From these humble roots, it has become a global superstar. A highlight in its short life was being named one of the best inventions of the year by Time magazine in 2001. The COBB is very fuel efficient and an environmentally greener option as it uses either 8–10 briquettes, one CobbleStone or 300g charcoal for up to two hours of cooking.
Jennifer Mcknight, Head of Marketing and Sales for COBB Global, notes that from the very first meeting, 8909 Digital proved to be the right fit for the brand and their needs. “I’ve worked with many agencies over the years and a key differentiating factor is not only the people, but the ability of the agency to understand the concept of strategic brand building. 8909 not only has great people with great attitude, but an intellectual team that truly understands how to relate to consumers and build a sustainable brand. There are very few agencies that I have worked with who do this well,” says Mcknight.
Ciaran McKivergan, Managing Director and Founder of 8909 Digital, is looking forward to working with the proudly South African brand and taking the brand to new heights. “To have been specifically approached and entrusted to lead the brand repositioning on a global scale through our promise of Quantified Creativity is an absolute honour,” says McKivergan.
“At 8909 Digital, we love working with brave brands and clients. COBB Global, can be seen as a challenger brand within South Africa, despite being a market leader in regions like the UK and the Netherlands. We’re most excited to work with the incredible team at COBB Global and helping the brand find its place within the premium market, while also witnessing the results from a sales perspective,” Yuvisti Ramgulam, Head of Client Service at 8909, adds.
Founded in 2015 by McKivergan, 8909 is a digital agency that believes that human behavioural psychology and meaningful digital data should be the starting point for any effective marketing campaign, and data should be used as a continual benchmark to evaluate ongoing success. The agency’s unique approach to Quantified Creativity, and the value and return that this approach brings to clients, is what sets them apart from other agencies. The agency, which covers all aspects of the digital marketing ecosystem (including, but not limited to: research, strategy, creative, media buying and influencer and community management), has clients in Africa, the Middle East, the UK and the US, and most recently welcomed Paramount (Comedy Central, BET, Nickelodeon, MTV) into their portfolio alongside their other clients such as Haleon (Med-Lemon, Aquafresh, Grandpa), Flora, Eskort and many more.