#OnShelf: New festive campaigns

by Louise Burgers. New brand campaigns from Hendrick’s Gin and Aquafresh; and Fair Cape adds a splash of colour to Christmas.

Hendriks Gin urges an escape from convention

The new global TVC for Hendrick’s Gin was produced by Cape Town-based illustration and animation studio Tulips and Chimneys. The Really Great Brand Company and Hendrick’s Gin invites consumers to “escape the conventional” through the sumptuous and eclectic animation, which depicts a bored Hammerhead shark discovering a party filled with tiny creatures. Hendrick’s Gin South Africa brand manager Shaun Stemmett explains that the commercial is particularly relevant to SA consumers as it provides a much needed and delightful respite from 2020’s restrictions and mundanity. “Curiosity arises from the desire to venture into the unknown. While restrictions may have limited the degree to which consumers could physically explore, the desire has not diminished. Our greatest joy has always been to create rich and wonderous experiences, and the new TVC rewards viewers and consumers for their attention with a truly spectacular and highly detailed animated commercial.”

To produce the commercial, Hendrick’s Gin global marketing team worked with their long-standing creative agency, US-based Quaker City Mercantile (QCM), which returned to Cape Town-based animation and illustration studio Tulips and Chimneys to create the TVC entitled, Curiosity. Ree Treweek, creative director at Tulips and Chimneys explains the creative: “The TVC represents Hendrick’s Gin’s distinctive and unusual brand world. The colour palette is rich and bright to help push deliciousness and refreshment cues while reinforcing the brand’s liquid credentials, “oddly infused with rose and cucumber”. Its new TVC airs across broadcast, digital out-of-home, and social and digital channels in December. Watch here.

Siya Kolisi appointed Aquafresh ambassador

Springbok Rugby captain, Siya Kolisi, has announced he has chosen to join forces with Aquafresh as its All-in-One Ambassador. He will join the oral hygiene brand as its All-in-One Ambassador from January next year to reimagine its social outreach programme. The deal was negotiated by Roc Nation Sports. Sharing details of his partnership with the brand, Kolisi said: “Aquafresh is a brand that has been with me all my life. Even when times were really tough and all we had were a few things in the house. By finding confidence in myself, I managed to end up doing what I love. Now, with Aquafresh’s help, I’m going to be able to help the people of Mzansi to realise that they, too, are All-In-One. The intention is to empower others like me to stand out regardless of where they come from.” The Aquafresh-Kolisi partnership wants people to know that everything they need in order to make it in life is already inside them. The campaign has been created by Aquafresh’s marketing partner, MetropolitanRepublic. Aquafresh’s brand manager, Mamabua Molepo, said by partnering with Kolisi, they could collaborate to create a campaign that furthers Aquafresh’s purpose. “He’s not just a rugby player. He is a South African icon. An inspiration. A leader both on and off the field.”

Fair Cape Dairies adds cranberry

Cranberry has joined the strawberry and granadilla flavours in the Fair Cape Dairies two litre flavoured drinking yoghurt range. Cranberries have been a festive season staple for many years, and for good reason. Just in time for the festive season, these drinking yoghurts will add colour to kids’ meals and snacks-  and are likely to show up in Christmas desserts too. Fair Cape’s low-fat flavoured drinking yoghurts appeal to children and their parents alike. RRP: R29.99 – R36.99

Louise Burgers (previously Marsland) is the Publisher and Editor and Co-Founder of RetailingAfrica.com. She has spent over 20 years writing about the FMCG retailing, marketing, media and advertising industry in South Africa and on the African continent. She has specialised in local and Africa consumer trends and is a passionate Afro-optimist who believes it is Africa’s time to rise again and that the Africa Continental Free Trade Area (AfCFTA) will be a global gamechanger in the next decade.

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