SA Store chain Game is ditching its long-standing payoff line “You always win at Game”. This is being done in favour of something they believe is more in keeping with their current identity.
From now on the company will instead tell customers that they are the ones who have game. The new slogan, “You’ve got Game”, comes with its own TV advert. The company has promised that customers will see special discounts and other deals as it’s introduced.
According to the chain, the slogan better reflects the “irreverent maverick essence” of the chain. It celebrates its customers as smart while the chain store is a rebel that delivers the best prices.
“It’s inclusive. It’s a quintessential insight on the everyday swagger that South Africans have,” said Game’s parent brand and customer director Katherine Madley in a statement on the relaunch.
“And it’s indicative of the brand and the brand’s personality and nature. It embraces challenge, and fulfils it. It’s almost a challenge to all of us to have Game, because when You’ve Got Game, then Game’s Got You. Keep your chin up, keep your smile on and keep going.”
The company has used its signature pink colour since it opened its first store in Durban in 1970. It now operates 150 stores across South Africa. For more information, check out their official website HERE.
Check out the first advert for their “You’ve Got Game” slogan below:
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