The Pool Team is celebrating the launch of its 60th store with its first-ever Through The Line brand campaign, ‘Just Keep Swimming’ with local entertainer Glen Biderman-Pam. The campaign launched on Social Media, YouTube, OOH and in-store.
This well-thought-out brand strategy is made up of a six-part video series humorously touching on the pain points of pool maintenance and will conclude with education on pool safety ahead of summer.
The proudly South African company was founded over 50 years ago, as a people-first, family-run business with vision and grit. Today, The Pool Team is South Africa’s largest pool supply group and hopes to celebrate its legacy by entertaining consumers and educating South African’s on pool tips, and water safety ahead of the peak swimming season.
“In celebration of our milestone 60th store opening, and over 50 years as a proudly South African brand, we wanted to deliver a message that resonates beyond swimming pools,” says Dani Kaplan, CEO at The Pool Team. “In life there are moments when you simply need to keep your head above water and keep going. Just Keep Swimming reflects both our industry and a universal truth: resilience matters. It speaks to pool owners, but also to the human spirit and we hope it inspires people across the country.”
Kaplan says the decision to work with Glen Biderman-Pam for the Just Keep Swimming campaign was a simple one, “Glen brings a uniquely South African humour to the campaign that is both clever and relatable. Collaborating with him was an absolute privilege. He was professional, humble, and brought the perfect mix of creativity and energy to the project.” He adds that Glen’s witty, quirky style and wonderfully human qualities perfectly matched the spirit of Just Keep Swimming.
More than a brand campaign, Kaplan explains the company’s desire to use this opportunity to educate consumers on pool safety. He shares that our sunny, warm climate means swimming is second nature to South Africans, but along with pool ownership comes the responsibility of pool safety. “Pools are our daily business, they should be a place of joy, relaxation, and family time, never tragedy. Pool safety is critical and along with our brand campaign, we hope to educate families to make their pools safer.”
“In the coming months, ahead of peak swimming season in the country, we’ll be sharing pool safety knowledge, tips and precautions to place a spotlight on pool safety and provide critical safety information that could prevent tragic water accidents,” says Kaplan.
“Reaching our 60th store is an incredible milestone. It represents more than expansion; it’s a testament to resilience, dedication, and the trust that communities across South Africa have placed in us. Each store we open means more jobs, more opportunities for growth, and greater access for customers to expert advice and quality products,” Kaplan concludes.
