Known for its sophistication and quality, Appletiser has always been seen as premium and its price has led to it being reserved for special occasions. "This needed to change," says Andrea Shuttleworth, Marketing Manager of Appletiser. "We want Appletiser to be enjoyed by everyone, and not just on special occasions, but all the time. It's too good not to share."
But how do you change the perception of a brand after so long? The answer is quite simple. With the launch of the new 1,25L Value Pack, Appletiser is not only more affordable but thanks to the bigger pack, there's a lot more to go around.
"Weekends are when sharing happens - it's when you get together with friends and family," says Angel Jones, Executive Creative Director of Morrisjones. "So it makes sense that Appletiser becomes synonymous with weekends."
Partnering with Gareth Cliff from 5fm, Morrisjones have launched a massive campaign, cleverly playing off Cliff's famous, "It's the weekend baby!"
With a stunning TV commercial shot by Tony Baggott of Frieze Films, the campaign not only makes clever use of the popular Barbara Streisand song by Duck Sauce, but conveys the feeling of freedom and excitement that accompanies the weekend. Besides TV, there is a massive radio component as well as eye-catching in-store elements, truck branding, sampling and outdoor. The campaign is fresh and feels alive - perfect for one of South Africa's favourite lightly sparkling fruit drinks.
When you're walking down the aisle of your local supermarket, you simply can't help but notice the new Appletiser 1,25L Value Pack. Made from plastic, Appletiser has managed to maintain the elegance and quality of their product, while making it more available and affordable. It's still the same delicious Appletiser taste; it's just now so much more convenient.
The response to the campaign so far has been overwhelming.
"It's been a wonderful collaboration between ourselves, Appletiser and of course, Gareth Cliff," says Angel. "I have no doubt that it is going to make Appletiser bigger than it has ever been and I guarantee that pretty soon, you'll see people tapping their feet to our funky music, sipping on their Appletiser and bellowing at top of their voices, "It's the weekend baby!