Shelf Life: Hill’s campaign transforming lives
Cheryl Hunter (shelflife at marklives.com)’s weekly pick of all things new — product, packaging, design, insight, food, décor and more!
- Pet parents create content for Hill’s
- No more plugs with SunStream
- Heineken delivers Sol to South Africa
Every pet lover wants to tell his or her rescue pet’s story, so using this passion to drive a campaign to promote the benefit of great nutrition is the idea behind the Hill’s Pet Nutrition promotion, with more than 1000 real-life stories uploaded.
The website, www.HillsTransformingLives.co.za, launched in August 2016 and features real pets, real pictures and real stories from pet parents across the country, creating a mosaic of rescue dogs, pampered pooches and fluffy felines. The mosaic is interactive and allows people to search for stories that may touch their heart. They may search for pets in their neighbourhood, pets with specific health conditions or even pets adopted from a favourite shelter.
Says Carolyn Herrick, general manager of Hill’s South Africa, “The reason we believe in our foods so passionately is because we’ve seen the difference it has made in our own pets. Go to our new website and read some of the touching and inspiring stories of how great nutrition made a profound difference in the lives of pets and their parents.”
The campaign is meant to be inspirational and supports Hill’s core mission — to help enrich and lengthen the special relationships between people and their pets. Herrick says Hill’s believes the right nutrition, combined with advice from veterinary professionals, may transform the lives of pets; and healthier and happier pets may transform the lives of pet parents.
The promotion has been managed internally, with an added incentive to upload stories: Hill’s is giving away 50 x R1000 vouchers until 31 December and one lucky pet parent will win a holiday worth R50 000.
Keeping you connected
Escaping to the sea or the bush this summer with a fully charged mobile phone should be easier, thanks to new SunStream technology, which streams the sun’s power directly into mobile phones.
No need to run around looking for a plug point; it’s as simple as connecting your phone to a SunStream via a USB cable and angling the panel directly towards the sun. SunStream technology converts sunlight to electricity instantaneously at a 99% throughput rate, making it the most-efficient mobile solar solution on the global market, according to its manufacturers.
The SunStream PLUS offers half an amp of power, making it the ideal mobile electricity solution for smartphones, bringing some phones up to full power within two hours.
SunStream PLUS is available at all Builders Warehouse and select MTN stores across South Africa.
Mexican beer, Sol, has arrived in SA just in time for the holidays, bringing the global brand’s spirit of freedom or “Espiritu Libre” in its signature glass bottle to join an ever-expanding local beer market looking for new flavours.
Born in the El Salto del Agua brewery near Mexico City in 1899, this beer was the work of a maverick German brewer who took inspiration from a ray of sunlight shining through a hole in the brewery’s roof — hence the name Sol, the Spanish word for “sun”.
Says Marcel Swain, marketing manager for new brands at Heineken South Africa, “The increasing popularity of Mexican beer presented a great opportunity for us to introduce Sol into the country. Following a strong international growth of 309% year on year, Mexican beers are seeing a similar trend in SA, with a 90% increase over the same period. Bringing Sol to local soil just made sense.”
Sol is available at leading retailers nationwide.
Cheryl Hunter (@cherylhunter) has written for the South African media, marketing and advertising industries for more than 15 years. A former editor of M&M in Independent Newspapers and contributor to Bizcommunity, AdFocus, AdReview and the Ad Annual, she has also produced for various television networks and currently consults on communication strategy and media liaison.