Cheryl Hunter (shelflife at marklives.com)’s weekly pick of all things new — product, packaging, design, insight, food, décor and more!
- Lunch Bar launch gathers support
- Castle Lite in the limelight
- Sugar-free ice tea for BOS
Out to lunch
The launch of Cadbury Lunch Bar’s new look is taking place in taxi ranks across Gauteng, supporting entrepreneurs and community upliftment while driving sales.
Starcom MediaVest Group (SMG) SA’s strategy is to initiate a ‘wrapper rewards and collection programme’ while attracting the interest of young entrepreneurs and uplifting the local community.
According to chocolate senior brand manager from Mondelēz South Africa, Hayley van Niekerk, “This campaign gives back and supports South Africans who are making their dreams a reality. This is a perfect campaign for a proudly South African brand and a true icon that is Lunch Bar.”
Each wrapper collected provides its owner with one sticker. After nine wrappers and thus nine stickers, loyalty cards are handed in in exchange for an instant prize. Each person’s loyalty card goes into a final draw where a ‘hungry hustler’ business starter kit to the value of R200 000 is up for grabs.
Leaderboards have been created at each taxi rank, collating the number of Lunch Bar wrappers collected. The rank that collects the most wrappers wins a rank upliftment sponsorship to the value of R100 000.
All collected Lunch Bar wrappers are being given to a local artist, John Vusi Mfupi, who will create an artwork from them, which will be auctioned off and proceeds given to a selected charity. Any remaining chocolate wrappers will be given to Thamba Tabvuma, a local supplier who recycles and repurposes household rubbish into items such as handbags, wallets and jewellery.
Within two days of the campaign breaking at the Randburg taxi rank, vendors had run out of Lunch Bar stock.
The competition runs until end of May 2016.
smvgroup.com • Facebook • Twitter
SoulProviders creates the #Preez
When asked to pitch a digital concept to drive sampling of Castle Lite Lime in the 18-to-24 market, content agency SoulProviders earlier this year created the #Preez: the party before the party, resulting in five times more engagement than any previous campaigns for the brand.
According to Keza Gatari, SoulProviders creative director, they created content that authentically reflected the market and the pre-drinks experience to get consumers engaging with the #Preez: “Our authentic content style means staying as far away as possible from stock images and models as possible. We literally organised a predrinks party at one of our friend’s apartments in downtown Joburg, with Castle Lite Lime on ice, and invited our own crews over and filmed it. These visuals went on to become our core gif, video and stills content for the campaign.”
Coupled with weekly competitions to win Castle Lite Lime for their #Preez and R5 000 for sharing unique #Preez images or videos, the campaign resonated with consumers and social media engagement rocketed.
Approximately 600 cases of Castle Lite Lime were given away, which saw over 6 300 entries and 2 007 unique consumers signing up to the database. At the height of the competition, the team was receiving around 80 000 images per week from fans, featuring consumers recreating the mood and ambiance of the branded content at private #Preez moments in flats, homes, gardens, parks and streets across SA.
Castle Lite Lime brand manager, Romy Townsend, says the campaign resulted in five times as many entries as any other Castle Lite Lime campaigns to date and became the top-performing social posts for two months: “The content mirrored the aspirations and lifestyles of the target audience, meaning that consumers really resonated with it.”
With a production budget of just R220 000, the 11-week campaign resulted in 6 335 entries into the Win a Case competition, 14 000 Facebook engagements per week and 54 000 Twitter impressions per week.
www.SoulProviders.co.za • Facebook • Twitter | www.castlelite.co.za • Facebook • Twitter
BOS removes the sugar
SA ice-tea company BOS Brands has added an organic sugar-free variant to its line of fruit flavoured ice teas, starting with two of the brand’s most popular flavours — peach and lemon — which will go sugar-free in mid-June.
Says BOS CEO, Dave Evans, “At BOS we love hearing from our consumers. Our consumers were asking for a BOS Sugar Free and we listened. We are proud to have developed a product that is naturally sweetened with stevia, which tastes great and looks great. With the new sugar-free BOS, the brand wants to keep the BOS energy alive and continue delivering healthy products, without compromising on the fun factor.”
BOS has taken great care to make the new cans stand out on shelf and the rings around the cans symbolise “zeros”, which will differentiate between no sugar and the classic BOS range.
The drinks remain colourant- and preservative-free and will be available in 275ml cans retailing at R11.99.
www.bosbrands.com • Facebook • Twitter
Shelf Life is MarkLives.com’s weekly column covering all things new. Notify us of yours at shelflife at marklives dot com. Want to sponsor Shelf Life? Contact us here.
Cheryl Hunter (@cherylhunter) has written for the South African media, marketing and advertising industries for more than 15 years. A former editor of M&M in Independent Newspapers and contributor to Bizcommunity, AdFocus, AdReview and the Ad Annual, she has also produced for various television networks and currently consults on communication strategy and media liaison.
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