To say 2015 has proven explosive for Sbusiso Leope, better known as DJ Sbu, would be a noteworthy understatement. Triumphs and hard blows themed and threaded many of the entrepreneur’s moves in the year as he went from media darling to attaining the status of somewhat being a villain. And yet, the mogul appears to be far better positioned here, where he can pull no punches in his marketing and promotional strategy for Mofaya without fear of letting down those most comfortable with him fixed in one place.
From the hysteria surrounding reports of shameless (and ‘innapropriate) promotion of his energy drink at a high profile funeral, coming to blows with big corporations that include the SABC and Forbes Africa and more drama with Kaizer Chiefs at level, Sbu has paced through 2015 adamant to put on a good fight to ensure that MoFaya finds a way to navigate the constraints of a competitive space not prepared to accept emergent black products.
Just days after announcing that MoFaya will now be available at all Chesa Nyama outlets nationwide, Leope revealed that the energy drink has secured a lucrative deal with Doves, a funeral company.
“We are humbled to have the opportunity to work with leaders in the funeral & financial services sector”, he wrote to his 195 000 fans and followers on Facebook. “Our partnership will go along way in making sure that our people get free cold refreshments through their difficult time at all funerals conducted by Doves in Gauteng & subsequently nationwide.”
The announcement has been greeted with much uproar as some have denounced the percieved trivialising of funerals by the deal. Indeed, back when word on the street was that Mofaya had been promoted at the Flabba’s funeral, the same kind of backlash could have not been missed. And as with the other dramas, that too came to pass.
But what lies at the centre of the chaos surrounding these alternative albeit aggressive marketing strategies?
The controversial aspects of it, of course. Some people have slammed the Tembisa bred business mind for being a bit ‘out of line’ with his strategies to get his drink out there.
And yet with all of these challenges, storms really, Sbu has been resilient and focused. Part of the fruits from this due diligence have been keeping Mofaya a trending topic and a known product.
We think what he has done is pretty remarkable, notwithstanding all the controversies. Or even, partly because of the strategic controversies. See what we mean?