Shelf Life: No more crate man
Louise Marsland’s (@Louise_Marsland) pick of new product, packaging and design launches.
The joy of chocolate; say goodbye to Elliot; a water refill loyalty campaign; and a designer win.
Who’s been eating my chocolate?
Well, it’s usually me that eats all the chocolate, but in the case of Cadbury’s new integrated campaign featuring a new TVC, online games and in store presence, it is a sexed-up version of Goldilocks as Executive Barbie.
The three bears also feature, but as subservient chocolate brand creators with a winning new recipe. It’s cute and follows the Cadbury theme of big chocolate productions, beautifully illustrated, filmed and/or animated which get our attention. From delightful dancing monks to airborne cows, the magical chocolate factory and chocolate flavoured world of ‘Joyville’ are as delicious as previous campaigns. The online gaming component boasts particularly impressive animation and graphics.
Cadbury wants to own the “essence of joy” with this campaign. The TVC is by Ogilvy Johannesburg and directed by Mike Middleton of Jump and features the “famous glass and a half recipe”.
The commercial will be supported by a fully integrated campaign including in-store display units, digital, PR, as well as activations. There are R200 000 worth of prizes to be won in the Joyville online games.
Elliot is being crated away
It’s time to say goodbye to Coca-Cola’s crate man at the V&A Waterfront in Cape Town. He’s being packed up and crated away.
Coke commissioned several crate men for South Africa, the other notable one in Johannesburg, for the 2010 Fifa World Cup. But this one, designed by Porky Hefer, was the big daddy of them all.
Designed to highlight Coke’s recycling initiatives, it was built to be 15 metres high and made out of 2600 plastic Coke crates.
The construction of the Coca-Cola Crate Fan was an engineering feat. Being able to keep such a huge structure stable, meant that the foundations needed to include steel cabling, giant water bottles, weighted sandbags and further reinforcements along the harbour wall to support the weight.
The dismantling of the structure involves a rigid program, including barricading the entire surrounding area off and using carefully positioned scaffolding so that the crates can be removed one by one and lowered to the ground using ropes.
Crate man was christened Elliot and while he will soon be no more, Coca-Cola has plans for another installation at the Waterfront.
Water loyalty card
Oasis Water is trying to encourage consumers to reuse and refill its retail water bottles for only R1 a litre by running a competition over the winter months to create awareness of this service.
“Refilling with Oasis Water is safe and hygienic. It saves our customers money and saves on the use on new plastic bottles, thus ensuring that we look after the environment as well, said Oasis Water’s brand director, Brahm van Wyk.
They have created a competition/loyalty card with Z-Card.“We wanted to give our loyal consumers something back. As such, once they’ve collected 10 stamps, they can enter a competition to win a cruise. The draw takes place on 31 August 2013.”
Oasis Water refills take place at Oasis Water outlets in South Africa, Botswana and Namibia, where the Oasis Z-Card loyalty card can be obtained
Designer win takes a stand
South Africa’s exhibitions specialist, 3D Group won an international award at the MOD Awards held recently in Las Vegas, for Best 10×20 Modular Design Project for their client, Landis Gyr.
The Mod Awards showcases the best in modular exhibition designs and included an international category for the first time this year.
“We are incredibly honoured to have won in Las Vegas on the back of our recent EXSA Awards achievements. All credit goes to our extremely talented design team,” says 3D Group sales and marketing director, Conrad Kullmann.
“Modular exhibits are hotter than ever as exhibitors, along with exhibit and event companies, are increasingly looking for ways to reconfigure and recycle their exhibit properties, positively impacting their bottom line and the environment.”
Trends influencing the industry, says Kullmann, include: convention bureaus; international exhibitions coming to South Africa; international corporate buy-outs of exhibition companies; build up times; and the overlapping of shows which puts a strain on industry resources; as well as the ‘next big thing’ – digital technology, including the use of augmented reality.
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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 AdVantage, Marketing Mix and Progressive Retailing; as well as websites Bizcommunity.com and FMCGFiles. She 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 www.trendlives.info, in partnership with MarkLives.com.
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