CONTEXT
In 2012, the Association of Mauritian Manufacturers (AMM) brought together Mauritian brands under one powerful, unifying Label to showcase the strength of the local manufacturing industry. We were appointed as branding specialists to help them define their new Brand’s essence, create a unique name and strong
brand identity, and a communication positioning and strategy. Since then, CIRCUS! has been developing integrated, purposeful communication campaigns.

BRAND IDEA
We wanted a name that captures our multiculturality. “Made in Moris” mixes English and Creole, our local language. The Brand was born from a deep sense of pride and belonging, made apparent in the logo symbolising a thumbprint in the island’s shape. The logo was chosen by Mauritians themselves through a
national vote of 30,000 persons!

HIGHLIGHTS OF IMPORTANT BRAND COMMUNICATION
We created the brand signature “Ena nou lamin ladan” which means “There are our hands in it.” The launch campaign was a story around the beauty and importance of hands in our lives.

We created a local TV Show Game we aired in primetime. Players were invited to answer 100% local questions, and we developed a unique game with only questions on local brands.

The Covid pandemic and successive lockdowns highlighted how crucial the local industry was. We launched an integrated campaign under the theme “NOU ENA” (We have it). The campaign celebrated our solidarity and pride.

We created a fake brand we called “MADE IN DEOR” (Made in outside) and created funny fake ads where caricatural foreigners made promotion of their products. Our Mauritian influencers then stepped in to contradict and remind us that we also produce quality products locally.

RESULTS
As a result, Made in Moris became a Love Brand and a robust PR influential tool to promote and defend the local industry. + ADD some stats