Louise Marsland (@Louise_Marsland)’s weekly pick of recent product, packaging and design launches:

  • Oakley urges disruption and innovation
  • Innis & Gunn craft beer launches in SA
  • local MAQ washing detergent increases brand profile and
  • Grolsch wraps things up at Cape Town International Airport.

Oakley creates disruption

One of the most exciting developments in advertising and branding in recent years has been the collaboration between the best movie directors and actors with brand objectives to create beautifully crafted brand narratives or mini-documentaries. Oakley’s ‘A Story of Disruption’ is the latest.

The release of the global brand flash film, narrated by actor Kevin Spacey, showcases 40 years of the Oakley brand philosophy, innovation and its product designs from 1975 to today.

The short film release also marks the launch of the ‘Disruptive by Design’ content platform by Oakley on, where you can also watch the film short. The brand narrative is all about honouring a heritage of disruptive design and the creative visionaries at play and encouraging further disruption in design.

The film glorifies the ‘Oakley design bunker’ where the next disruptive inventions will be “conceived, designed, perfected and unleashed on the world…!”

This “incubator to disruption” will design a better future, as Oakley puts forward that imagining the impossible and disrupting the world around us is what visionaries do and “by embracing radical new visions, ideas and concepts, these disruptors in our world have been the originators of a new way of thinking, doing and being”.

It isn’t just about a beautiful website and a leading man to front a self-congratulatory movie, Disruptive by Design is a global brand communication that spans advertising, PR, content, events, retail, social and partnerships. Live in all markets, the campaign includes alliances with Wired magazine and designboom, for co-created content and a design brief to find future industry disruptors.

“This is the beginning of an exciting chapter for the Oakley brand,” said Tom Cartmale, Oakley global brand communications director. “We have stories that need to be told and philosophies that should be shared, as they have the power to inspire the next generation of innovators. We are excited to present ‘A Story of Disruption’ and bring people closer to the maverick mindset and unconventional design thinking that is infused in our brand.”

We can all be disruptors… challenge how things are built, advises Oakley.

Oakley still screen grab

New craft beer launches

Innis & GunnInnis & Gunn have launched its flagship brand and “champagne” of beer in South Africa, Innis & Gunn Original. It has been launched in South Africa by Truman & Orange, a partnership between whisky connoisseurs Jason Duganzich, Rowan Leibbrandt and Owen Gibbs. All have worked for the top whisky producers.

The process followed in brewing this award-winning Scottish beer is quite fascinating: Innis & Gunn Original uses barrels made from white American oak heartwood, previously used for aging Kentucky bourbon. Innis & Gunn is slow brewed in small batches.

Internationally, focus on craft beer has risen in recent years with more interesting flavours and innovative brewing processes fuelling interest. In the US, retail sales for craft beers is already a US$14 million segment, up 20% on the previous year.

As Leibbrandt explains: “South Africans have had access to fantastic whiskies and wines, and it’s about time we were able to drink beer of the same quality. We believe the popularity of single malt whisky in South Africa, makes Innis & Gunn particularly compelling for South African drinkers.

MAQ cleans up

MAQ new logo

Home-grown South African detergent brand, MAQ, has updated its logo and hosted experiential events to interact directly with consumers — taking the now ubiquitous washathon experience that all the detergent brands seem to be doing, to another level.

It engaged with consumers to promote its fabric conditioner with a ‘washathon’ event at Thokoza Park in, that was both a charity drive and a brand awareness initiative.

Residents were encouraged to bring unwanted clothes and blankets to donate to charity via a promotional radio campaign prior to the event.

While the donated items were being washed by the MAQ team, consumers were entertained by live performances from various artists and JoziFM presenters.

In between performances, consumers took part in a ‘Spin and Win’ competition with product samples, branded spot prizes, as well as big ticket item appliances.

The washathon benefited five shelters within the Soweto area, reported Jacqueline Jacobs, marketing director of Bliss Brands, which launched MAQ washing powder on the South African market 10 years ago.

MAQ Spin n Win

Grolsch wants to be interesting

Grolsch building wrap: Choose Interesting at Cape Town International AirportGrolsch’s new international campaign, ‘Choose Interesting’ has been brought to life in a three-part building wrap at Cape Town International Airport.

“Choose Interesting” is the first campaign to be adopted by all markets under the SAB Global Brands banner and the site at Cape Town International Airport serves to champion the global presence and global appeal of the product. This is the first time Grolsch has made use of a large format outdoor site within the airports in SA.

As Airport Ads director, Mzukisi Deliwe, explains: “Airports are an ideal location for large format outdoor. It’s extremely rewarding to be part of a larger, international campaign as it relies on strong collaboration between client, media owner and creative team.”


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