Cheryl Hunter (shelflife at marklives.com)’s weekly pick of all things new — product, packaging, design, insight, food, décor and more!
- Joe Public’s new Jet campaign
- espAfrika offers an Escape Experience
- Castle Lite gets a (cold) grip
Feel-good fashion
Local fashion retailer, Jet, has joined the global trend by large leader brands with its new “Denim Doesn’t Discriminate” campaign from Joe Public, which celebrates imperfections and diversity and uses ‘real’ stories to bring the idea alive.
https://www.youtube.com/watch?v=ZYbOb2ROSrs&feature=youtu.be&list=PLWw_1tWn31kuBVDx0EAizbHanXikqR3c1
The campaign features seven South African stories centred upon individual experiences of discrimination; the aim is to look beyond negativity and focus on SA’s diversity and inclusiveness as a nation. These ordinary citizens share their stories and explain how they have overcome their own personal challenges and, more importantly, how they are proud of their differences and celebrate them.
Says Jerry Anthonyrajah, head of marketing at Jet, “We want customers to embrace their uniqueness and celebrate our similarities as humans. Regardless of age, race, culture or gender, each individual is extraordinary and brings a special element to the broader SA culture. More than this, we want them to feel good in their skin and in our denim jeans. “Denim is the staple item in most customers’ wardrobes and we are using it to illustrate how we are really not that different. We are proud of our affordable denim range and hope customers feel proud to wear them too.”
jetonline.co.za • Facebook • Twitter | joepublic.co.za • Facebook • Twitter
Escape in luxury
Founder of the renowned Cape Town International Jazz Festival, espAfrika, has launched a new offering — the Escape Experience — luxury travel events with a novel engagement opportunity for brands to target participants.
The exclusively curated experiences are designed to appeal to Africa’s nascent luxury market, as well as corporates looking to reward and acknowledge special clientele; the first event takes place this week, 28–30 July 2016, at the Palace of the Lost City, Sun City.
Commenting upon the new direction for the company, acting CEO, Khalid Abdulla, says: “The luxury market is changing and, with it, the way to communicate with an ever-discerning consumer. We believe the time is right for something fresh that can appeal to this audience and the brands that wish to engage directly with them.”
The plan is to stage Escape experiences across Africa where travel is booming and, with it, the desire for opportunities to relax, rejuvenate and be entertained. According to Abdulla, what distinguishes Escape from emulating other luxury travel events is the opportunity for brands to target the ‘Luxurians’ and adds a beneficial networking component — interacting with interesting local and international society.
escapemusicexperience.com • Twitter | espafrika.com • Facebook • Twitter
Taking frosty further
In a fiercely competitive market, innovation is key, which explains the launch of the new limited-edition Castle Lite 500ml Extra Cold Grip — a heavily debossed can incorporating Extra Cold Grip technology.
Developed in collaboration with Polish-based packaging solutions company, Can-Pack, the teech provides consumers with increased grip and enhances the tactile experience with elevated shards of ice that have become part of the iconography of the brand.
Comments Vaughan Croeser, Castle Lite’s communication marketing manager, “Progressive packaging innovation is a key driver of Castle Lite’s success. We are proud to be the first local beer brand to not only introduce heavily debossed cans to the local premium beer market but set new trends with the new 500ml can, undoubtedly providing extraordinary enjoyment and extra-cold refreshment to our consumers.”
The new can is available in selected outlets between July and September 2016.
castlelite.co.za • 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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