D'lightiser has three variants, each combining unusual blends of fruit and flower essences to create apple with either peach and passiflora, pomegranate and rose or lemon and garden mint. The drinks are light and refreshing, colourfully packaged and aimed at a predominantly young, female market.
Fantasy creatures created through unusual combinations and representing each flavour populate the D'lightiser world. Phorses (peacock and horse), tirrels (tiger and squirrel), flam flies (flamingo and butterfly) and the bishes (bird and fish) showcase the product in a playful way, engaging the consumer in every application of the campaign.
Kessel says South Africans are becoming increasingly more sophisticated and aware of international trends. "International research by Datamonitor shows that people are experimenting more with flavours and exotic drink tastes. They are also more focused on personal well-being and health benefits and importance is attached to creating lifestyles that are rich in relationships and experiences.
"The research also shows that the Adult Beverages category is one of the fastest growing categories internationally. We believe we have capitalised on these trends and devised a targeted national launch campaign based on unusual combinations that result in one hundred percent pure delight," he says.
The TV ad is also disrupts a common TV convention, continues Kessel. "We thought, why not produce a TV ad that revolves around building a pack shot? Let's celebrate the unusual nature of the product by delighting in its very presence as opposed to simply showcasing it at the end. So those cute little tirrels, phorses, bishes and flam flies drag, carry and push three bottles into place and the ad ends with the pack shot that is used for all the other marketing material," he says.
The creative team behind the D'lightiser campaign comprises executive creative director Felix Kessel, creative director Vaughan Owen, art director Donovan Bryan and copywriter Kerry Friend.
