H1 2022 Alcoholic Drinks Review

Campaign Overview

This creative begins with a Carling Black Label customer taking his first sip of the drink, with this moment setting him on a path of self-discovery. What follows are close-up shots of the beer swirling and swishing in a visually dazzling manner, accompanied by a voiceover that states: “This is it. The real thing. You can already taste the reward.” The ad goes on to imply that the customer’s appreciation of the beer gives him an advantage over other South Africans: “if others don’t see it, tell them to look deeper. Because true value comes from within”. The digital video concludes with Carling highlighting how it is Africa’s most-awarded beer, with every bottle containing ‘gold’ inside.

Key Learnings

This creative does an effective job of emphasising the excellence of Carling Black Label, with the brand associating the flavour of its beer with gold in an effort to highlight how rare and premium it is. The ad also appeals to a specific customer base - those who strive in the search of self-improvement, with Carling outlining how it is ‘enjoyed by champions who know their worth’. The Black label variant can therefore be seen as the quality drink of choice for aspirational South Africans wanting to become the very best version of themselves.

Campaign Overview

The beer brand has created this new television show to provide a unique take on the home makeover genre, with two TV spots helping to advertise the new programme. The company is tackling all things entertainment, by providing customers with a new enjoyable show to watch, as well as renovating and updating the entertainment areas of the homeowners who feature on ‘Switch Up Your Space’. One of the TV spots outlined how one lucky consumer could win a space switch-up worth R150k, with other entrants able to benefit from weekly prizes worth R50k. The programme is fronted by comedian Okay Wasabi, interior designer Ayesha Nobanda, and vibe master Smash Afrika.

Key Learnings

This campaign sees Castle Lite branch out beyond the alcohol sector, to raise its profile and boost customer engagement in a broader sense. By proving its commitment to providing entertainment for the masses, the brand is demonstrating how it is an integral element of any social occasion, with the Castle Lite name becoming synonymous with communal enjoyment. The inclusion of prominent South African personalities Wasabi, Nobanda, and Afrika will invariably mean the ‘Switch Up Your Space’ programme will gain a wider audience.

Campaign Overview

The Chilled Chilli variant debuted in March via a collaboration with restaurant chain Nando’s and with follow-up support online in the guise of a voice-activated AI assistant named Gugu. The campaign kicked off on TV and digital video with spots fronted by flamboyant protagonist Chakalaka Norris, dubbed the spiciest man in South Africa. ‘Hella spicy’ Mr Norris is seen enjoying a Nando’s meal with the new drink as the ad voiceover sates: “he’s so spicy, he eats Nando’s chicken, in a Savanna ad.” Then in May, Savanna introduced the voice assistant Gugu, an irreverent Artificial Intelligence which takes pride in refusing to help people in the way other AI assistants do, but prompts users to enjoy a Chilled Chilli cider instead.

Key Learnings

Since its inception in the mid-90s, Savanna has always been known for comedy and its witty perspective on South African life. Humour is very much part of the brand’s DNA and that comes to the fore strongly in this new campaign. The whole premise of the campaign is based on the idea that in South Africa, ‘spice’ doesn’t just mean flavour, it means drama and sass – attitudes the country has in spades. The choice of the colourful Chakalaka Norris character and the introduction of the bold new flavour embodies this spirit perfectly. The collaboration with Nando’s as well as the made-for-social Gugu element work in harmony to project Savanna’s humorous personality and its new flavour to the brand’s target audience.

Campaign Overview

The new campaign sees a partnership with the unapologetically fierce Kelly Rowland entitled #YouBelong, in an effort to remind every South African woman that they ‘Belong no matter what’. The initiative is designed to reinforce in women’s minds that collectively, they put the “You” in #YouBelong – by living lives as fierce, independent and unstoppable women, no matter what their status, background or position in life. Viewers are sure to recognise themselves in the proud, feminine, magnetic and, most importantly, relatable characters they see in the TV spot and digital video. Like Rowland has proven throughout her career, women don’t need anyone’s permission to belong.

Key Learnings

Brutal Fruit is a brand that has consistently made a point of being truly representative of and accessible to all women; through this campaign it aims to live up to that premise by including them in a genuine way. The choice of R&B star Kelly Rowland was critical to its success, as she embodies all the qualities to which the brand wants to appeal in its audience: “An artist, mother, sister, friend, businesswoman, wife, daughter. Kelly is a grown woman who represents independence and success and we’re here for it. We’re here for her confidence and her realness, her authenticity is captivating” noted Ramona Kayeme, Marketing Manager for Brutal Fruit.

Campaign Overview

This short documentary charts the rise of Mellow and Sleazy, from their small-town roots to nationwide fame. The brand hit the streets of Ga-Rankuwa and Soshanguve, to conduct interviews with the musical duo, as well as friends, neighbours and local residents. Gradually, a picture is built up of how Mellow and Sleazy came together, and how their musical styles complemented one another, and set them on a course to become one of South Africa’s most celebrated Amapiano acts.

Mellow and Sleazy commented: “We are super excited for this opportunity as it's a chance for our fans to get to know us better. Shooting the film was cool because we got to hang out at our favourite spots with the ‘Stay True Cities’ team. They were super cool and supportive, experiencing that was an honour and we’re thankful for the opportunity. We hope our fans enjoy it.”

Key Learnings

This isn’t the first time Ballantine’s ‘Stay True Cities’ campaign has shone a light on South Africa, with a 2021 creative seeing the brand collaborate with DBN Gogo and DJ Stokie to focus on the cities of Soweto and Pretoria. This documentary champions the talent and success that emerges from local cities in South Africa, celebrating the culture, lifestyle and creative minds that are associated with these places. What this establishes is a close-knit relationship between Ballantine’s and its South African customers, as the brand demonstrates an appreciation for the cultural vibrancy of their homeland.

Campaign Overview

A TV spot and social media content drew attention to this initiative, as the brand held a cocktail-themed event at the luxurious and picturesque Summerfell Vaal River Residence. With the company’s Gold Label variant on offer to guests, the brunch was designed to celebrate moments of success, or as Johnnie Walker described, ‘moments of gold’. A bespoke guest list was drawn up, featuring prominent South African personalities, as well as friends of the brand, such as fashion enthusiast as social media influencers Siyanda Bani and Lerato Kgamanyane, actress Tess Twala, and media personality Mbali Nkosi. The guests were treated to a menu curated by award-winning chef Vicky Crease, as well as being kept company by radio host and media personality Andile Ncube. Music was also provided by Que DJ from the Distruction Boyz duo, as well as DJ LeSoul, who concluded a packed day for attendees.

Key Learnings

This campaign does an effective job of highlighting the luxurious nature of Johnnie Walker Gold Label, and emphasises how this variant can satisfy consumer demand for premium products and lavish experiences at affordable prices. By bringing together so many recognisable faces, Johnnie Walker is ensuring that the campaign garners considerable attention, with customers going in search of their ‘moments of gold’, with the Gold Label variant at the heart of their celebrations.

Campaign Overview

SKYY has given its distinctive Vodka bottles a refresh that is intended to bring to life the key characteristics of the terroir of the San Francisco Bay area – notably the light and fresh mineral content of the limestone-filtered water that forms the basis of the spirit. To add weight to this design overhaul, the brand has collaborated with a collective of experts - including a water sommelier, chemist and professional bar-tender – in a bid to reinforce the complex but refreshing character of the drink. The packaging is also reflective of the clean and light taste of the vodka itself, which is carefully crafted to appeal to a new generation of vodka drinkers who consider light, fresh tasting drinks and of course brand-authenticity, as paramount when selecting their liquor.

Key Learnings

The company noticed a global trend towards soda water being the key mixer, so adapted its recipe and transformed its offer in the category by providing what SKYY sees as a lighter, cleaner and fresher tasting drink. Doubling down on this idea, SKYY has assembled a group of experts to reinforce the natural ethos of the brand, driving awareness of its authenticity, the importance of the natural Pacific coastal resources, the distilling process and ultimately the smooth, unique taste of this fresh vodka. The group sees the vodka as the perfect expression of all elements of the brand and will roll out the brand refresh across its flagship SKYY Vodka bottles, as well as Infusions Raspberry, Passion Fruit, Pineapple, Peach, Cherry and Citrus.

Campaign Overview

The vodka brand has launched the Smirnoff 1818 Shaya Ingoma Top 10 Female DJ Search in a move to readdress the gender imbalance in the South African DJ Community (DJC) and uplift and promote the best female talent in the DJC. Smirnoff built a dedicated microsite where fans could go to register their support for their favourite female artists, then from the Top 10 finalists, a winner would be selected by public vote through the same site. Smirnoff hoped the site would act as an inclusive platform for female DJs who still experience a disadvantage in the South African music industry. The winning DJ would receive a R100,000 cash prize, a three-month residency with a national radio station, a curated Spotify playlist and significant PR support.

Key Learnings

In male-dominated industries, such as this one, the barriers to entry for women are deeply entrenched, making it much harder for females to breakthrough. This initiative from Smirnoff highlights the obstacles women face but introduces a proactive means for effecting change, giving the brand kudos. “Through this platform, Smirnoff 1818 aims to pave the way for female DJs and change the status quo,” said Gregory Tabane, Head of White Spirits at Diageo South Africa. He added that Smirnoff is acting as a trailblazer in this regard: “Smirnoff 1818 will also be the first alcohol brand to shine a spotlight on and create opportunities for upcoming female DJs in the country in this way.”

Campaign Overview

This 30-second video, which featured across online advertising, educates customers on the behavioural and aspirational traits of a ‘meister’. A montage of trailblazing individuals in action is set against a motivational voiceover which describes how ‘a meister is not born, they are called’. The ad further outlines how meisters ‘master their craft’ and ‘strive for perfection’. Crucially, ‘they always take a shot’, at which point the pioneering individuals portrayed during the creative all take a shot of Jägermeister. The digital video concludes with the company imploring its customers to ‘be a unique spirit. Be the meister.’

Key Learnings

By demonstrating the excellence and success of its customers, Jägermeister is actually outlining the superiority of its product, by implying that those who strive for perfection would only choose Jägermeister as their drink of choice. The creative draws an effective parallel between brand and customer, with the company’s endline of ‘be a unique spirit’ speaking as much to potential consumers as it does about Jägermeister’s rare and distinctive place in the alcohol sector. The digital video makes use of the ‘meister’ element of the brand’s name to emphasise the skill and quality that goes into producing every one of its bottles.

Campaign Overview

The company used its South African Twitter channel to upload two digital videos: the first highlighted how ‘on a night such as this, the call has always been the same’, as a bartender places a couple of Jose Cuervo bottles in front of expectant revellers. The second creative celebrated International Margarita Day, and emphasised how the company’s tequila forms the basis of a high-quality cocktail. With temperatures rising, and the days getting longer, the refreshing taste of a margarita is presented as the perfect answer to the harsh summer weather. With an evening of entertainment assured, each creative concludes with the brand asking customers to ‘refresh [their] horizons’.

Key Learnings

This campaign emphasises how Jose Cuervo acts as the focal point of any enjoyable social occasion, with the party not properly starting until customers enjoy a shot of its tequila. It effectively demonstrates the versatility of the product, as it can be savoured either as a standalone shot, or as part of a great-tasting cocktail. The ‘refresh your horizons’ endline implies that Jose Cuervo is asking customers to aspire to a greater standard of tequila, which is embodied by its high-quality product.

Campaign Overview

The new Tanqueray Blackcurrant Royale is described by the brand as a decadent mix of French blackcurrants with tones of vanilla, exhibiting the exotic floral notes of black orchid to deliver a sumptuous rich flavour. Inspired by founder Charles Tanqueray's travels to France in the 1840s, it's the latest addition to the brand's flavoured gin range, joining Flor de Sevilla and Rangpur Lime. To coincide with the launch and as a means of driving greater awareness of the new flavour, the brand hosted the Tanqueray Royale bar at the prestigious Hollywoodbets Durban July racing event, ‘Africa’s greatest racing event’, which would see some 30,000 race-goers attend on the 2nd July.

Key Learnings

The value of gin has been the fastest growing element within the spirits category, and berry flavoured gins in particular are also experiencing a surge in growth within the flavoured gin segment, as the category innovates and diversifies. The injection of French ‘ooh la la’ via the introduction of juicy Gallic blackcurrants to the four classic London Dry botanicals delivers a truly fruity, floral and refreshing taste. In addition to expanding on tasting notes, brands in this category are striving to present a personality built on authenticity and heritage: this flavour introduction will appeal to more than just the taste-buds as it delves back into the brand's history, namely Charles Tanqueray’s personal travels and experiences from 180 years ago.

Campaign Overview

Mid-March Inverroche Gin’s brand ambassador Bo Saunders appeared on the Afternoon Express magazine show on SABC3 to give the team the low-down on how to create the perfect gin & tonic using Inverroche. Ms Saunders shared her knowledge on the gin sector; explained about the versatility of gin as a drink to be enjoyed at all times of the day, before giving a masterclass on how to create a range of stunning cocktails. She introduced three variants from the current range: the rich and aromatic Inverroche Amber, the soft and floral Inverroche Verdant, as well as the elegant and smooth Inverroche Coco Capensis as being the best foundations for the perfect blended drink.

Key Learnings

SABC’s Afternoon Express is a lifestyle show aimed squarely at a female audience, promising to deliver ‘sexy, inspirational and definitely on trend’ content – a valuable platform for Inverroche’s brand ambassador to impress the hosts with the versatility of the brand’s gins. In addition to sharing her wealth of knowledge on the sector, Ms Saunders also spoke of how the brand was increasing its presence in South Africa and encouraging consumers to actively participate in the trend for artisan gin making. She announced that Inverroche was hosting gin academies in Durban, Johannesburg and Cape Town: each experiential academy would offer participants a two hour course where they could learn how to distil their own gin and leave with their own unique flavoured bottle of the spirit.