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Distell launches 'Klippies & Cola' with campaign from award-winning FCB Cape Town

Distell has launched 'Klippies & Cola' into the FAB (Flavoured Alcoholic Beverage) segment with edgy design work by FCB Design (Cape Town) and an entertaining experiential campaign from the FCB Cape Town team which dominated both the Pendoring and Raptor Awards held recently with previous Klipdrift campaigns.

According to group account director on the Distell business, Marius Schreuder, the introduction of Klippies & Cola is intended to broaden the appeal of the Klipdrift brand by enticing the young adult consumer, (currently consuming beer and/or FAB) to try the generous tot of Klipdrift mixed with quality cola imported from the U.S. He describes the target market as 'student, youthful entrants into the job market with an Afrikaans bias regardless of race'.

The launch campaign devised by FCB Cape Town utilised radio, print, press, online, point-of-sale and on-consumption elements including bar mats, banners, price tickets, table posters, umbrellas, visors, T-shirts, semi-permanent tattoos, bottle cut-outs and cooler bags as well as an information pack for members of the trade.

The FCB Cape Town team of executive creative director, Francois de Villiers; copywriter, Hanlie Kriel; and art director, Anthony de Klerk; worked closely with FCB Design (Cape Town) managing director, Paul Carstens to develop a creative 'look and feel' for the new brand that maintained the irreverence of the award-winning Klipdrift work. Much of the work echoes the clean visual treatment given the Klipdrift campaign: Klipdrift features red ink out of khaki background; Klippies & Cola is khaki ink out of red background.

The finished product is rustic, 'faded jeans' and trendy, says Schreuder. It also plays on words, much as its bigger brother did. For example, 'A sip off the old block'; 'Ek's op 'n Kliptrip', and 'Kliptomaniac'.

"Klippies & Cola is the first truly South African brandy based Spirit Cooler to launch into - or to compete in - the FAB market," says Schreuder. "Its brand positioning plays on the great vibe associated with being a South African - the 'lekker' feeling we derive from our unique people, our great weather, our love of sport and braai-ing, and our positive 'gees'.

"The integrated campaign developed by the various agencies at FCB South Africa (Cape Town) intends capitalising on the trusted history of Klipdrift brandy, a South African icon that epitomises generosity, while ensuring that the 'sip off the old block' retains an edginess and coolness that will appeal to the youth.

"The brand is currently being promoted at campuses around the country and will move to festivals and sporting events as the academic year draws to a close. Just over a month old, Klippies & Cola is enjoying great success with demand outstripping supply and we expect it to soon take its place as a new 'iKon' next to its older brother," Schreuder concludes.



Editorial contact

C-Cubed Communications
Petra Peacock
011-794-4665

21 Jan 2003 11:15

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