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

  • Enticing movie goers back to the cinema
  • Southern Comfort and Nic Harry partner
  • Sir Juice launches a berry summer, and
  • Bliss brands kids TV.

Luxury movies

Ster Kinekor Cine Prestige Cavendish Square interiorToday, Thursday, 20 November 2014, Ster-Kinekor Cavendish Square launches a new cinema experience in Cape Town with the opening of two Cine Prestige theatres at the premier Southern Suburbs mall. Reclining leather chairs, snack trays, refrigerated cup-holders and gourmet platters on offer in the private waiting area are all part of the experience.

“The designer chairs are what make Cine Prestige our premium offering,” explains Doug Place, marketing executive of Ster-Kinekor Theatres. “The installation of the seats in our new Cavendish cinemas, similar to those in the recently opened cinema at Sandton, include the automated reclining facility and a refrigerated cup-holder to ensure a smooth, sleek and ultra-comfortable cinema experience.

“Cine Prestige is the perfect date-night venue. Adding to the experience is the exclusive VIP lounge area where queuing is a thing of the past. Here, platters of food can be ordered and enjoyed, or the cinema staff can bring your order to you where you are seated comfortably inside the theatre!”

This is the company’s sixth investment in the luxury Cine Prestige format, following the success of installations at The Zone @ Rosebank, Johannesburg; Cradlestone Mall, Johannesburg West; The Grove Mall, Pretoria East; Gateway, Durban; and, most recently, Sandton City, Johannesburg.

Comfort socks

Southern Comfort Nic Socks limited edition promoYou know you’re on the road to making it in fashion when you can add your name or a derivative thereof to your brand — and other brands start partnering with you, too!

Mobile and digital consultant and aspirant fashion mogul, Nic Haralambous, has been taking the simple sock to a whole new level of cool for several years now, since he sat out a trade restraint after selling his mobile company, Motribe, by trying to see it he could launch a little start-up with only a R5 000 investment. He chose to source and design socks locally, selling them online and by subscription — and so NicSocks was born.

It has just been relaunched as Nic Harry clothing, a premium men’s accessories company.

A month before the rebranding, Southern Comfort included NicSocks in its annual festive-season gift-box sets with a limited-edition designer range for the alcohol brand for Spar Tops stores,

There are plans to expand into other fashion areas. As founder Haralambous says: “Nic Harry is about style, not fashion. We’re about creating trends, not following them. We’re about choice, quality and accessories.”

Fruity treat

Sir Juice The Berries Fruit Nectar BlendSir Fruit has launched a berry variant to the popular juice range often seen at industry events. The summer launch of The Berries follows upon the launch of the Harrismith Apple flavour earlier this year.

The new addition has whole blended blackcurrants, strawberries, raspberries and pressed apple juice, and is packed with pips and bits that make this new berry nectar unique.

“Our dream was to create a thick, dark and great-tasting berry juice. A berry juice that is not from concentrate, but made with proper berries. The end result is The Berries,” says Roanne Goldsmith, Sir Fruit marketing manager.

Sir Fruit juices is described as having a thick consistency due to their pulp-based production process and being filled with bits because it is unfiltered and made with all natural ingredients!

Branded kids content

Bliss Brands Kids Securex superheroesBliss Brands has created a television series for children to promote personal hygiene and its brand Securex. The fully animated Kid Securex features four superhero kids who go on missions to stop germs invading the human world.

The consumer-driven content is part of Bliss Brands’ strategy to implement marketing campaigns that are unique. The series was created with the aim of not only entertaining but demonstrating the importance of hygiene and using Securex soap to keep skin protected against germs.

The series runs on e.tv at 2.30pm, Monday to Thursdays.

I’m surprised we don’t have more brand-driven children’s programmes with educational messages in South Africa, as branded entertainment and content marketing is such a trend — plus intelligent brands need to find ways around all the advertising restrictions coming into play with all sorts of products, including advertising to children.

Children are little sponges; socially-responsible programming will work as they remember songs and rhymes and identify with characters at an early age. Just ask the little ‘Princess Sofia’ in my household!

There are amazing brand-driven programmes in many of our schools already, especially in areas of need, so the next step to brand-driven local TV programming makes sense.

 

Shelf Life is a weekly column by Louise Marsland. Tweet new product, packaging and design launches to @louise_marsland Louise Marslandor 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 20 years as a former editor of magazines AdVantage, Marketing Mix and Progressive Retailing, as well as websites Bizcommunity.com and FMCGFiles. She also 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; a regular industry columnist and speaker; a consultant on content strategy; and contributing editor to Fast Company South Africa magazine, which has just launched in South Africa.

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