Cheryl Hunter (shelflife at’s weekly pick of all things new — product, packaging, design, insight, food, décor and more!

  • XtraSpace celebrates entrepreneurs, with the assistance of Tip Africa Publishing
  • Plastics|SA taking environmental responsibility
  • Unbottling J. C. Le Roux with Robilant and TBWA\Hunt\Lascaris

XtraSpace gets real

Flexible space provider, XtraSpace, has launched its “Celebrating Entrepreneurs” campaign, born of an internal marketing brainstorm that resulted in real stories about real clients.

Self-storage as a sector might be about buildings, commercial property and logistics, says CEO Colleen Manso, but it’s also about people: “We realised the real people who use our storage and office spaces were our most-powerful marketing tool. Nothing beats real stories, real heroes. Stories of humble beginnings, of the drive to make dreams a reality, of challenges faced and resolved. The stories of our entrepreneurs echoed our own story, which is the story of a startup that has innovated and expanded and is turning 10 this year.”

Working alongside Tip Africa Publishing and its design department, XtraSpace identified individuals it thought had an interesting story to tell — people from all walks of life, doing and storing all types of things — and asked how XtraSpace was empowering and assisting them.

Four entrepreneurs are featured in the first leg of the campaign: Eunice Bomela owns a fleet of waste management trucks in Cape Town; Aubrey Jonsson shoots photos around the world; Jessica Padayachee is a baker with a penchant for milk tart; and Mbali Nene designs and makes high-fashion clothing.

“This campaign is an example of what can and is being achieved by using XtraSpace to enable yourself and your company to grow. Entrepreneurship is the key to reversing the low growth cycle that South Africa finds itself in.”  • FacebookTwitter |


Making plastic matter

This year, Plastics|SA collaborated with Grindrod Bank, Wildlands Trust, POLYCO and Packaging SA to upgrade the walkways at the Beachwood Mangroves in Durban for World Oceans Day, a match that speaks to its brand values.

According to Douw Steyn, sustainability director at Plastics|SA, the mangroves are a sensitive ecosystem that is often damaged and desecrated by debris washed down from the nearby Umgeni River.

The weathered and rickety wooden walkways, which make their way from the entrance all the way to the beach, have been replaced by raised walkways which have been made from recycled plastic, including thousands of milk bottles and plastic bags. These walkways will now withstand the weather conditions and provide safe and easy viewing of the area and its inhabitants — a community product that makes sense for the brand also.

Plastics|SA was also a key supporter of a World Oceans Day event, organised by the Department of Environmental Affairs, by providing bags for cleanups on the beaches around Blue Lagoon Beach in Durban. • Twitter


New sparkle for J.C. Le Roux

Sparkling wine brand, J.C. Le Roux, has revitalised its entire range with a new look, moniker and strapline “Release What’s Inside”, with the intention of inspiring bubbly lovers to be their true selves.

Says Jackie Olivier, J.C. Le Roux global marketing manager, “In our busy everyday lives, it is so easy to lose sight of your true self and bottle up who you are. By taking our cues from the individual effervescent, sparkling flavours across our range, we want people to unleash their own unique vibrant and creative flavours that make them stand out.”

JC le Roux commissioned international pack design agency, Robilant, based in Italy, to work upon the new brand visual identity, and the new print creative was done by TBWA\Hunt\Lascaris South Africa.

Alongside the new look, there is a new name for the range of popular sparkling wines, Le Domaine, La Chanson, La Fleurette and Sauvignon Blanc: Sélection Vivante. This will make it easier for consumers to distinguish these popular sparkling wines from the more classically styled J.C. Le Roux Méthode Cap Classique range. The Cap Classiques now also exude a more contemporary look after their makeover, with new label designs inspired by colour blocking to signify the different varieties in the range. | tbwa-africa.comFacebookTwitter


Cheryl Hunter

Shelf Life is’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.

Sign up now for the MarkLives email newsletter every Monday and Thursday, now including headlines from the company newsroom service!

Online CPD Courses Psychology Online CPD Courses Marketing analytics software Marketing analytics software for small business Business management software Business accounting software Gearbox repair company Makeup artist