Louise Marsland (@Louise_Marsland)’s weekly pick of recent product, packaging and design launches:
- Elana’s wine
- Sir Juice’s unique launch press
- LG zaps ‘angry germs’, and
- rejoice with Hertex!
What’s in a wine?
If the wine is called Elana, a lot, apparently. Elana Afrika-Bredenkamp has launched her own wine under her own moniker: Elana. While it’s all dressed up and pretty in pink, the Elana Wine Shiraz is described as having a strong personality and is the culmination of a dream for this media personality.
As Afrika-Bredenkamp told guests at the launch: “This sexy, handcrafted Shiraz is an expression of quality, style and passion. This is a bold and robust wine, and its velvety smooth texture reflects the attention to detail in its craftsmanship. A cosmopolitan of cassis, plums, pepper, spices and dark chocolate shavings are captured in this unique bottle of wine.”
She insists she was part of the wine-making process from the beginning, working with Veritas award-winning winemaker Rudi von Waltsleben from Durbanville’s D’Aria wine estate, including choosing the grapes, the pressing and barrel work during the three-year-long project.
A limited run of 1400 bottles will be made available to the public but there are plans for a 2015 release.
A juicy launch
Sir Juice recently launched its Harrismith Apple juice with an innovative old-style apple press, which is also being trotted out at events to showcase the brand and its products. As you turn the apple press, a vintage Kodak slide projector activates, teaching consumers how apple juice is made through a set of quirky slides and illustrations, before a bottle pops out below. It was designed by Cow Africa. Very cute.
Sir Juice uses a pulp-based production process that is intended to ensure the end product contains as much of the original flavour and nutrition of the whole fruit as possible — and that it tastes like real fruit.
The newest addition to the range contains four apple variants from the Harrismith region — Braeburn, Cripps Pink, Sundowner and Fuji apples. Harrismith (in the Free State), it is claimed, is quickly establishing its reputation as a premium apple-growing region, thanks to its favourable climate.
“Our new Harrismith Apple is produced using traditional juicing means, similar to how a traditional apple press works. This means it’s unfiltered — so it’s cloudy and delicious like apple juice should be,” says Sir Juice brand manager, Liza du Plessis.
Angry germs
LG launched its new Sapience Hygienic washing machine in South Africa with an experiential marketing campaign in a game-show format to introduce the new technology to consumers. The new product promises “a hygienic and dirt-free washing experience”.
The direct activation reached more than 360 consumers. In total, over 3500 consumers visited the LG Experience store in Montecasino, Johannesburg.
The launch kicked off at Montecasino with an ‘Angry Germs’ activation, inspired by the ‘notoriously addictive’ Angry Birds game. The activation illustrated the LG Sapience Hygienic washing machine’s ability to eliminate dirt and germs through its “timesaving six power washing motions”. Participants had to try and hit the ‘Angry Germs’ by using a steam canon, loaded with bullets representing the washing machine’s six motions. The aim was to destroy each and every “slimy, allergy causing germ”. And yes, wait for it, they even had names: SlimeyGrimey, Ali — G, Mr Mud and Scratcho.
When did we become such a germ-phobic society? Ah yes… advertising happened!
Africa rejoice!
Hertex has released a truly South African-inspired fabric print for its Jabulani “rejoice” collection, with vibrant colours and texture. It is a celebration of the fact that “we are all children of Africa”, according to Hertex, which is a SA supplier of fabrics to the furnishing and design industry.
This collection includes “rich velvets in colourful jacquards with a wild cat skin pattern” and “tribal colourations in printed velvet [which] match the patent reptilian vinyl upholstery”.
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 gmail.com. Want to sponsor Shelf Life? Contact us here.
Louise has written about the FMCG, media, marketing and advertising industry for 19 of her more-than-25-year career as a former editor of magazines AdVantage, Marketing Mix and Progressive Retailing, as well as websites Bizcommunity.com and FMCGFiles. Until its cancellation, she edited the weekly Wednesday Media & Marketing Page for The New Age newspaper. She is currently the publishing editor of industry trendwatching portal, TRENDAFRiCA, for consumer insight, research and trends in Africa.
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