Underperforming surfwear label Mambo is launching a major press and poster campaign this week to regain its image as a "cool for kids" brand.
The ads will feature model Cheyenne Tozzi and professional surfer Dayyan Neve in a series of ads "with a good sense of humour”.
A consortium headed by Angus Kingsmill bought the brand early this year for about $10 million, which was half what the former owner Gazal Corporation paid for it in 2000.
Mambo has been in the doldrums for several years after its loud shirts became popular with middle-aged men, which turned off young men in droves.
“That did a lot to age the brand,” Kingsmill told Business Day.
"We have to modernise the elements of music, art and humour, but not walk away from them, as they are what made it great."
Lovers of Mambo’s traditional style should not fear – the brand’s famous farting dog will not disappear, but will be updated.
With Inside Retailing
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