Cheryl Hunter (shelflife at marklives.com)’s weekly pick of all things new — product, packaging, design, insight, food, décor and more!
- Chocolate on subscription with Stratitude
- FoxP2 adds Design
- Stikeez, the sequel
Chocolate mail
Integrated agency, Stratitude, has launched My Chocolate Box, which offers chocolate lovers a monthly subscription box filled with premium chocolates and treats delivered to their doorsteps.
Sylvia Schutte, managing director at Stratitude, says: “The boxes are different each month and include well-known local and global brands such as Beyers Chocolates, Sweetie Pie, Coach House, and Amarula Chocolate and Fudge, as well as others. Some of these products are new to the market, so they won’t even be in stores yet.”
This is a fiercely contested space and Stratitude spent long hours on strategy and research before beginning the design: “We want to appeal to the loyal chocoholic and so our creative direction was to use incredibly decadent images and rich, chocolately colours that immediately make your mouth water.”
According to her, it’s not just about creating a beautiful campaign; it’s about driving sales. All the elements developed by the agency, from the product video and outbound sales campaign to the website and social media campaigns, are focused upon showing the value that subscribers will get for their monthly subscription and enticing them to join. “We highlighted the brands that will be in the boxes, showing value for money and the added benefits that members will get, such as entries into monthly competitions, tickets to chocolate events and exclusive discount offers. My Chocolate Box is every chocolate lover’s dream.”
My Chocolate Box members pay R349 a month.
mychocolatebox.co.za • Facebook • Twitter
Design DNA
Creative agency, FoxP2, has added an autonomous design agency — FoxP2 Design — to its portfolio of offerings, taking control of the increasingly significant role design plays in the communication chain.
Comments FoxP2 founding partner, Justin Gomes, “FoxP2 Design really completes our integrated offering. It keeps a sharp focus on the craft of our product.”
Led by FoxP2 founding partner and executive creative director, Andrew Whitehouse, the agency’s new logo was designed by Whitehouse, alongside Mark van Rooyen.
He says, “FoxP2 is short-hand for the genetic name ‘fork-head box, protein 2’. It is the primary gene that puts creativity into our DNA. To symbolise this, the logo is the combination of two Fs inverted and a DNA strand.”
Some early projects include South African brands such as Coronation, which appointed FoxP2 Design to refresh its brand.
The return of Stikeez
The squishy, popping Stikeez that distracted SA from more serious matters last year are back, this time as mysterious undersea creatures.
While Pick n Pay won’t share specific stats, it was ‘delighted’ by the customer excitement Stikeez generated. According to a spokesman, customers loved them and were begging the retailer to bring them back.
And just in time for Christmas shopping mania, we have a free Stikeez figurine for every R150 spent with PnP. I hope this time it institutes a recycling programme for the tens of thousands of discarded figurines that add to the pollution already threatening marine life.
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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