Zam-buk is a global brand, a herbal ointment for various uses such as insect bites and pain relief. When I think Zam-buk a specific stereotype of an African male is formed. In South Africa Zam-buk (marketed as the real-makoya meaning "the real thing or deal"), is first and foremost a lip balm for men, "a real man uses the real-makhoya". I can try describe this specific stereotype at length but trust that the below video link will paint a clearer picture for you.
The Pantsula's (a name derived from the Pantsula dance), is predominantly from the township. This is the image I have always associated with Zam-buk. My comments are in no way statistical but are a unanimous opinion and comments from the people within my circle. Zam-buk has held this image for decades and 2 years ago they introduced the cherry-flavoured lip balm. Zam-buk with a cherry flavour? This product development was like day and night, unbelievable. My first instinct was that they were surely targeting the female pantsula however the ad campaigns showed otherwise.
Zam-buk is now competing for the hand-bag space of a female consumer. I really wonder if female consumers are bold enough to start trending the cherry-flavoured Zam-buk and squash the stereotype that is owned for so many years. Zam-buk has been imprinted in my mind as being for 'that man', so whether it introduces Zam-buk in pink or blue merchandise, its not for me.
However, is Zam-buk affordable? Yes! Does it work? Most probably! Is it the new cool? No. Or maybe I'm not the 'new cool' either way, there is no room in my handbag.
