Taking the message further, the slogan, 'You Either Have it or You Don't', talks about the unique qualities that make a Status man - confidence, ambition, hard work, an appetite for life and reaching for one's goals.
"The new Status man is one who wants more from life," says Theodosia Mhlambi, category executive at Tiger Brands. "This is a young man who is ambitious, takes pride in his appearance, is hard-working, and has that special something that makes other men want to be him and women to be with him."
"The campaign taps into the aspirations of the confident, up and coming generation of young South African men who are focused, driven, and want more from life," adds Moowa Masani, strategic planner at Kings James Cape Town.
In developing the new strategic positioning of the brand and translating it into insightful and exciting creative work, Masani says it was also important to demonstrate what makes it relevant to the current young generation of men. "We wanted to show that this iconic brand is still contemporary and relevant in today's slick world, by ensuring that it stands for those values that resonate with the target market."
Mhlambi agrees, adding that the intention of the campaign is to also start a conversation with young men by making the brand more accessible, giving them a sense of ownership of the brand.
"For the first time in the history of the brand, consumers will get to choose who they believe is the perfect Status Man. This is a man they believe represents and lives the Status values," Mhlambi says.
The individuals with the highest nominations will be appointed as brand ambassadors for 2013. The chosen individuals will be featured in a host of exciting activities across the country.
