This year, DEFY, South Africa’s number one appliance brand, will be launching a regional partnership with FC Barcelona, the world’s number one football club. This match made in history reflects the common ethos that both brands share: believing in better for their nation’s people. Both DEFY and FC Barcelona are dedicated to improving the lives of their fans, followers and communities.
“This regional partnership is a great fit for us,” says DEFY’s Head of Marketing, Cherisse Erwee. “Not only are we both number one brands, but like FC Barcelona we’re always striving for better and better innovations.” As official regional partners of FC Barcelona, DEFY will be making the most of the club’s global appeal. This regional partnership was borne from the very successful partnership that Beko, DEFY’s sister company, that was forged several years ago. Now, DEFY is set to build on that partnership, putting a uniquely African spin on this collaboration.
As such, the partnership offers many exciting opportunities for local initiatives. DEFY is bringing on board several local personalities and influencers to spread these two brand’s shared ethos, uplifting local communities through sport, and building on the well-known DEFY name.
According to Erwee, DEFY is proud to be working together with a club which has had such a profound cultural impact as the brand looks to discover the next generation of South African football. “Youth development has always been an incredibly important aspect of FC Barcelona, with their charitable work and football academies devoted to helping the youth no matter their background to aspire to be better. DEFY plans to invest in local talent by launching our very own CSI initiative called Future Legends to identify the future football stars of South Africa”
DEFY has always been a pioneer in the large appliance market, and this partnership paves the way for the exciting technological innovations that DEFY is bringing to market in 2018. These launches will include DEFY’s trend-setting ranges of cooling, cooking and laundry products, centred around energy efficiency, eco-consciousness, sustainability and convenience. Here are some of the products that DEFY will be launching this year:
Fridge Freezers Including Multi-Zone Technology
DEFY is launching Fridge Freezers that include a revolutionary technology called Multi-Zone: a separate compartment within the refrigerator, which can be adjusted between high and low temperatures. This means that consumers can now customise their temperatures within a wide range, according to their local tastes and needs.
Four Door Fridges Featuring Blue Light Technology
Active Fresh Blue Light Technology stimulates natural lighting conditions, ensuring that the process of photosynthesis continues in the fridge so that the amount of vitamin C in red vegetables and fruits is preserved. This also means that there is up to 30% better preservation of fruits and vegetables.
BX Laundry Range
DEFY’s BX laundry range is set to revolutionise washing and through water economy and power efficiency. This means that our washing machines use less water and electricity than ever before.
The DEFY steam station is a 2600W featuring SteamXtra soleplates for consistent heating, as well as a powerful 6bar pressure to create a continuous stream of steam for easy ironing. This eco-smart iron also uses 40% less energy consumption.
DEFY will be launching a powerful 1000W blender focused on frozen blending and healthy nutrition extraction, which is ideal for creating nutritious smoothies.
When two number one brands come together, expectations are high; DEFY and FC Barcelona are rising up to meet them, spurred on by DEFY’s motto: “Believe in better”. The partnership kicks off with a launch event on the 28th of March at Soccer City Stadium in Soweto, the home of South African football.