Recently, I came across a billboard advertising Jesa’s Bonga Yoghurt, and my immediate reaction was, “What a clever and strong brand! How come no one had ever thought about it?” I’ll explain why in a moment. Oddly enough, despite the billboard’s strategic location, it didn’t immediately compel me to buy the product. In fact, I didn’t even notice that it was a Jesa product at first—probably because I was driving and couldn’t take in all the details.
Interestingly, later on, during a supermarket trip, I had a conversation with my friend and sister Matilda. Now, Matilda is a natural marketer and is passionate about branding. So, she enthusiastically shared how amazing Bonga Yoghurt is. For the record, she is not employed by Jesa, nor is this a paid article. She talked about its probiotic properties, explaining that the silver seal inside the container was designed to maintain freshness, even when the yoghurt isn’t refrigerated. Her pitch blew me away.
Of course, like they say, “The proof is in the pudding.” I decided to give it a try, and to say my taste buds were mesmerised would be an understatement. The consistency, flavouring, and overall taste were absolutely delightful. I was sold.
As an Intellectual Property lawyer, this experience stood out to me for several reasons:
1. Brand Strength
I don’t know what the creative thought behind the name was, but I think it’s a clever play with vowels. The name could have been “Bongo,” which is the local name for yoghurt, but this would have made it generic and weakened its brand. Instead, they cleverly substituted the "O" with "A" to make it "Bonga," which is associated with the trendy fistbump greeting popular among the young and hip crowd. Essentially, they fused the idea of "bongo" and "bonga" to create a playful “toast to yoghurt.” As a result, they’ve developed a unique and strong brand with great social association. Kudos to the creative team! The name “Bonga” is simple, catchy, and memorable. From a trademark perspective, this is essential for building brand recognition. A strong trademark must be distinctive, and "Bonga" achieves this without being overly descriptive or generic.
2. Unique Brand Identity
The yoghurt’s packaging stands out independently from its mother, Jesa. When I finally got a hold of the bottle, I was pleasantly surprised to see Jesa displayed. The product is actually branded as “JESA BONGA”.The word “Jesa” is less pronounced than “Bonga.” In essence, the focus is on “Bonga” while clearly riding on the well-established Jesa brand. This is a smart move—capitalising on Jesa’s credibility while building a new product identity. Effective branding goes beyond just logos—it’s about creating a memorable experience through taste, design, and product attributes, which Jesa has done well.
3. Product Differentiation
Probiotic properties, the colorful packaging, the convenient “pocketsize” bottle, and the silver seal are excellent examples of how product features can set a brand apart. The quantity is perfect for filling you up without causing bloating, and the bottle’s sophisticated shape and size appeal to a wide range of consumers. The silver seal initially frustrated me because it was hard to remove, but after Matilda explained its function—to preserve the yogurt’s nutritional value—I appreciated the inconvenience. Additionally, the thoughtful color scheme for different flavors adds a vibrant and inviting touch. These features enhance the consumer experience and create unique selling points that competitors can’t easily replicate. These elements also build consumer trust and loyalty. My kids even carried this yoghurt to school today—a testament to how much we all enjoyed it.
4. Word of Mouth Marketing
Matilda’s enthusiastic recommendation highlights the power of organic marketing. In today’s world, where social proof and recommendations often carry more weight than advertising, having loyal customers who promote your product is priceless. Jesa’s Bonga Yoghurt benefits from this in a big way.
5. Consumer Experience as Brand Strength
Ultimately, the taste and quality of the product are what clinched it for me. A trademark can only be as strong as the product it represents, and in this case, the yoghurt lives up to its promise. Jesa has succeeded in creating a multisensory brand experience that resonates with consumers.
Final Thoughts
Jesa’s Bonga Yoghurt serves as a brilliant example of how a wellthoughtout brand can leave a lasting impression. From the name to the product’s unique qualities, it exemplifies how intellectual property, product quality, and consumer experience intersect to create a trademark hit. I hope Jesa has registered this trademark.
If Jesa continues to build on this momentum and expands their marketing efforts to highlight the key features that make Bonga unique, they could easily solidify their position as a leader in the yoghurt market. BONGA!