Cheryl Hunter (shelflife at marklives.com)’s weekly pick of all things new — product, packaging, design, insight, food, décor and more!
- Bain & Bunkell makes over Miss SA
- Epson inks Lewis Formula
- Garlict eradicates bad breath
Miss SA turns 60
The Miss South Africa brand, which turns 60 this year, has been given a facelift and full makeover by communications agency, Bain & Bunkell, using quintessentially South African icons to update the annual pageant.
While Miss South Africa has constantly evolved over time — the logo updated repeatedly and the overall aesthetic moved with the times —the jubilee year called for something special. According to Simon Bunkell, the challenge they faced when considering the refresh was that Miss South Africa is such a unique brand, with a strong legacy: “South Africans already have existing imagery and associations that they attach to that brand. On the one hand, that’s a huge advantage: it allows us to leverage all the positive aspects of the property that people already know and love.
“However, we had to be mindful not to be too radical in our design approach. So it’s a refresh without a revolution. We honour the past, while looking forward, both locally and globally. We stay relevant while remaining true to our heritage.”
The new look embraces two famous SA icons — proteas and diamonds: “The selection of the protea in many ways is a no-brainer. It’s our national flower and many sports teams and organisations already incorporate the symbol in their design language. The protea also has obvious and appropriate metaphors with beauty and femininity.”
The addition of diamonds speaks to the glamour of the pageant: “Miss South Africa is a fabulous spectacle and a story that people can follow throughout the year. It’s a bit larger than life, celebrating VIP events and experiences that many aspire to. The primary colour palette is inspired by the silver-sparkle of the diamonds and the pink-reds of the proteas.”
Bain & Bunkell believes it has achieved a cohesive communication platform that links the Miss South Africa year from call to entries, to pre-event build up, to the big night and to the winner’s tenure, while developing an iconic design device that will resonate across multiple channels, from invites to billboards to event collateral. • Facebook • Twitter
misssa.co.za • Facebook • Twitter
bainandbunkell.com
Lewis gets inked
Three-time FIA Formula One Drivers’ World Champion, Lewis Hamilton, stars in a tongue-in-cheek film created with print-technology company, Epson, to launch its new Ink Tank System printer.
The fun, high-action film centres upon Lewis gliding in slow motion through a flurry of paper before being showered by jets of multicoloured ink.
https://youtu.be/QtAlqGX9lm8
The campaign aims to highlight Epson’s refillable ink tank technology and the huge amount of ink that comes with the printers; it is part of a multichannel content strategy, comprising the main Lewis Gets Inked campaign film and a range of behind-the-scenes material.
Says Lewis, “During the course of each season, I get to take part in some pretty interesting projects through our work with the team’s partners; however, I can say with some certainty that this is one of the more unusual. The shoot with Epson for the Ink Tank System printer was a lot of fun; having 400 litres of ink thrown at me was a new experience, so I just went with it and I think the output’s really cool.”
Anesca Botha, Epson SA consumer sales manager, says: “Known as brand that represents quality, innovation and performance, we wanted to develop something unexpected. The MERCEDES AMG PETRONAS Formula One Team has been wonderful to collaborate with on this project. Lewis Hamilton added real charisma, style and fun to the film, and helped us show another side to Epson.”
epson.co.za • Facebook
citizenfilms.co.uk • Facebook
Take your breath away
Invented locally, manufactured in the US, and boasting non-GMO ingredients, brand new Garlict odour-fighting capsules allow you to indulge without being left unkissable.
Garlict capsules claim to stop odours associated with eating garlic and onions, produced by the release of sulfuric compounds in the gut, before they have a chance to embarrass you.
Says Loretta Atkinson from Neutrapharm, “Being the food-loving nation that we are, we often avoid garlic or eat it anyway and end up reeking of garlic. Who wants that? Now you can enjoy your garlic pleasure, follow it up with two capsules swallowed with liquid after your meal, and presto, no smelly odours.”
Available nationwide, a pack of 30 capsules retails for R98.95.
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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