Louise Marsland’s (@Louise_Marsland) pick of new product, packaging and design launches.

How to look like Brad Pitt with V05, Tequila wins something, sponsorship goes large with Sunfoil and Amarula does something really cool with elephants.

SA mayo campaign wins international award


The Crosse & Blackwell ‘Add that Something Something’ campaign from Tequila has won Outstanding Integrated Ad Campaign at the 2013 Internet Advertising Competition Awards.

The US-based Web Marketing Association IAC awards programme attracts work from specialists in online and associated disciplines in 96 countries.

The IAC accolades have become a bit of a yardstick for digital and convergence excellence, as a result.

The mayo campaign included radio and print, backed by redesigned web platforms, digital applications, social and mobile media and in-store activity.The unifying theme was that Crosse & Blackwell “adds something special to every occasion”.

The brand also engaged with customers by providing them with six party templates to choose from for the consumer’s next something special moment.Event set-ups were posted on Facebook and accessed via a Facebook connect application built into the website.

Prizes and recipes added further interactive opportunities.

Get great celeb hair


V05 is trying to persuade all men to take care of themselves and buy their men’s hair care range, with a new campaign showing how good-looking international superstar actors take care of themselves, with a step by step editorial on how they style their hair, in the hope that all men will think they can look like celebrity dads Brad Pitt, Orlando Bloom, Channing Tatum, Ben Affleck, etc.

If only.

The campaign is aimed at Father’s Day and encouraging dads to look their best, since they may have let things slip a while since becoming a dad. The message is that even though you feel like shit after a night of baba screaming, V05 can still make you look cool. All tips on the Facebook page. Oh well, it’s worth a try. (Is there a magic product for the moms too?)

An app for Elephants

Elephants, marula tree at sunset (LR)

Amarula has created an app that lets anyone view and track the Kruger Park elephants that are part of the Amarula Elephant Research Programme (AERP) that it has sponsored at the University of KwaZulu-Natal.

The programme has been running since 2002 and is recognised as a global authority on African elephant behaviour and promotes conservation of the African elephant in the wild. Funding comes from the not-for-profit Amarula Trust.

By downloading the app from Facebook, visitors can track these collared elephants through images and video footage, almost as if they were with them in the wild, and also learn some very interesting facts about elephant behaviour. The GPS devices worn by the elephants automatically record their movements at 30-minute intervals.

Says the brand’s global spokesperson, Siobhan Thompson: “It’s like entering a game park and making friends with your favourites. You can give them names you think suit their personalities. You can observe their similarities and their differences.”

OOH tall tales

Sunfoil Bottle

Willowton has opted for a mass media approach – with the emphasis on mass – with the unveiling of its one ton Sunfoil giant cooking oil bottle at the Sahara Stadium in Kingsmead in Durban. The brand aims to showcase its sponsorship of the Dolphins and SA cricket.

“We wanted to leave a lasting impression and believe that the bottle will become a unique feature at the stadium,” said Hilton Cairns, the Willowton Group’s national marketing manager.

“Being involved with the Dolphins has helped propel our brand onto a national stage and assists in generating the awareness we require to get into the hearts and minds of the South African public,” said Cairns.

The branded out of home construction is 8.8m high and 2.8m wide and it took a year to bring the project to fruition, including the concrete base and steel structure.

At least they’re celebrating the sponsorship and not bottling it up.

Louise Marsland– Shelf Life by Louise Marsland is a weekly column on MarkLives. Tweet new product, packaging and design launches to @louise_marsland or email her at louise.marsland at

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Louise Marsland has written about the FMCG, media, marketing and advertising industry for 18 years of her 25 year media career as a former Editor of magazines AdVantageMarketing Mix and Progressive Retailing; as well as websites and FMCGFilesShe currently edits the weekly Wednesday Media & Marketing Page for The New Age newspaper; and is the co-founder and Publishing Editor of SA’s newly launched industry trendwatching portal, TREND. at, in partnership with

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