What is a "Gold Circle".....

...and why is it on my pie packet?

As a follow up to our recent marketing discussion, I had to chuckle when I saw this. So much so that I kept said packet for discussion on the forum.

My immediate reaction was one of "Yes the marketing has started" and I felt a bit of joy but then I thought lets put this marketing to the test. Lets see if anyone can identify with this advert. I asked my wife to have a look at the packet and tell me what it is. She said: "Its a pie packet" so I said "No, no what is on the pie packet?" and she had a look and said "oh it must be sort of gambling advert".

Yes, I was immediately able to identify what it was but my wife was clueless. I therefore ask you again:

"What is a Gold Circle and why is it on my packet?"

See attachments.

Attached files

Trying to think of something witty, but words fail me.

What is a "Phumelela"?

True very true. I suppose we could ask what is Bidvest but I already know that it is a large corporation / holding company which controls smaller companies. How do I know that, well the TV campaign shows people working together towards a common picture (goal) symbolising smaller companies forming part of a bigger company / picture / goal.

Jokes aside I really was excited to see the Gold Circle symbol outside of a tote and or website. Well done to them and I hope that it is a sign of bigger and better things to come.

Please can we have a Pick 6 ad on a pie packet offering a dream to make big money. (I will not give up.)

By the way the pie was purchased at Shell Ultra City S/C. High traffic with high exposure.

It may seem as if I am contradicting myself as my first post seems to pull the piss a bit, but my point is, marketing is great but needs to be used correctly. My wife has limited exposure to Gold Circle through my interest in racing teletrack, the Durban July 2008 and 3 visits to our local tote but she could not identify with what the branding represents. We all agree that we need to educate the non racing public.

Let me correct the above statement, my wife did correctly identify with what the branding represents (gambling) but she did not imediately identify it with horse racing, which is why I asked the her the question.

Aah, you see I thought your missus bought you a pie at the track. I agree, great effort getting the branding out there, but people who don't follow racing will only identify the brand and its purpose by accident.

Rather have a series of "collectables" - old pie packets variously decorated with "Gold Circle, finest horses", "Gold Circle, best entertainment", "Gold Circle, glamour on grass", "Gold Circle - the sport of Kings", "Gold Circle - biggest jackpots", etc.

Now the question is what share of the pie do you get when you have a bet?

cheers AL.

I am more worried about the contents of the pie as there are a hell of a lot of maidens in KZN. Is this a re-branding opportunity ?

I was hoping thta this would inspire some good one liners.

I think a 'golden circle' is when you piss "O" in the snow - lol!

"Watch out where the husky's go, don't you eat that yellow snow"

Frank Zappa.

manybe GC have a new type of bet on the way, the 'pie-fecta'?

Lets not mince our words.