Cheryl Hunter (shelflife at marklives.com)’s weekly pick of all things new — product, packaging, design, insight, food, décor and more!
- 140 BBDO gets creative with Hunter’s
- Belvedere, John Legend and Esther Mahlangu see RED over HIV/AIDS
- G-Star and Pharrell Williams reveal RAW
Extremely Hunter’s
Cider brand, Hunter’s, has revealed its new campaign for Hunter’s Extreme Bold with Guarana with the launch of a TVC that retains the brand’s core message of ‘taking things in your stride’.
https://www.youtube.com/watch?v=8YWJenDXEzA
Distell global marketing manager for Hunter’s, Maijaliina Hansen, says: “It was important for us to illustrate that Hunter’s Extreme Bold shares the same values as the master brand but that it is suited for a different drinking occasion. It speaks to the urban, cool, millennial consumer who is really on the cutting edge and doing things differently.”
To achieve this, Cape Town ad agency, 140BBDO, has set the scene in a hot, steamy nightclub, complete with dance crews, DJs, glow sticks and fireworks. The ad continues to build the Hunter’s narrative of overcoming life’s everyday obstacles and ‘taking things in your stride’: Portrayed by a night of partying being interrupted by a power failure, the revelers overcome the challenge by becoming the music.
According to producer Lebo Rasethaba of Egg Films in Cape Town, the idea of people making a song during a power cut is rooted in the subculture of a music genre called Gqom in Durban, where people chant a song to the DJ who then records it to make it into a track.
Simon Ringrosen composed the track specifically for the advert: “I tried to compose a bold track that allows the crowd and the dancers to step into the music. This we did by bringing the crowd into the gap of a song and them ultimately becoming part of the song at the end.”
The TVC is flighting on all major stations nationwide and forms part of a through-the-line campaign including a TVC, radio, out-of-home billboards, digital media and trade executions.
hunters.co.za/ciders/hunters-gold • Facebook • Twitter
140bbdo.com • Facebook • Twitter
Making a difference
Luxury vodka, Belvedere, has launched its 2016 (BELVEDERE)RED campaign, #MAKETHEDIFFERENCE, bringing together music and art to create a collectible bottle; part of the profits will go to the Global Fund to fight HIV/AIDS in Africa.
To kick off the campaign, Belvedere hosted its first “One Night for Life” benefit in New York City at the world’s famous Apollo Theater with philanthropist and musical creative, John Legend, who featured his new single, “Love Me Now”, to people to ‘love now’ and ‘give now’ due to the uncertainty of tomorrow: “I’ve always enjoyed working with Belvedere and, when they presented this opportunity to help support a product that I would already buy and that was going to help save lives, I thought it was a great idea.”
Legend collaborated with South African Ndebele artist, Esther Mahlangu, whose vibrant artwork is seen throughout the #MAKETHEDIFFERENCE campaign. People may support (BELVEDERE)RED by giving — or keeping — the new limited-edition bottle featuring Mahlangu’s colorful artwork alongside Legend’s signature.
Available this month at select retailers around the world, Belvedere is donating 50% of its profits from every bottle sold to the Global Fund to fight HIV/AIDS in Africa.
belvederevodka.com • Facebook • Twitter
red.org • Facebook • Twitter
What is RAW?
Pharrell Williams, the new co-owner and head of imagination of jeans brand, G-Star, has launched his first ad campaign by asking “What is RAW?”
https://www.youtube.com/watch?v=AGYX5lWTYxQ
To answer this, the G-Star Fall/Winter 2016 campaign, created by the in-house creative team, tells the story of what exists beneath the surface of the brand itself: the people that make it, their craft and the spaces they occupy. This story is portrayed through the RAW Family Portrait, emphasising the brand’s belief in equality and team effort by stripping back what’s on the outside to uncover what lies beneath — this is raw.
The Family Portrait is just one part of a multilayered campaign, which also comprises a film (directed by Sing J Lee) highlighting the design process taking place at the G-Star headquarters in Amsterdam.
g-star.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.
— Sign up now for the MarkLives email newsletter every Monday and Thursday, now including headlines from the Ramify.biz company newsroom service!