Distell and its marketing communication partner, FCB Cape Town, are taking one of South Africa's most endearing and enduring icons to Australia for a 'Bokjol' at the Rugby World Cup in October.
Joining the Klipdrift brand will be the winner of a competition taking place nationwide between August 1 and September 15 this year and three of his (or her) friends.
The objective of the 'Bokjol' promotion is to build brand awareness in the relevant market segments, encourage trial and usage of the brand in the on-consumption environment, and drive volumes in the off-consumption environments. It is being driven by Distell's sales force as well as off- and on-consumption promotional teams to give the customer instant gratification.
'Bokjol' addresses both the Klippies & Cola and Klipdrift Export consumer. It comprises a very simple promotion mechanic – with every bottle of Klipdrift Export, or every 6-pack of Klippies & Cola, purchased, the purchaser is given an entry form to complete and to which to attach the till slip as proof of purchase. Point-of-sale elements highlighting the competition include posters, washlines, shelf strips and entry boxes.
FCB Cape Town has also developed a trade incentive to run at the same time as 'Bokjol' to reward the 10 best performers with their own tickets to the tournament. The entire touring party will be kitted out with 'Klipdrift' rucksacks, golf-shirts, caps and Driza-Bone jackets to make sure 'Klippies' gets a look-in at 'Oz'.
Complementing 'Bokjol' is an on-consumption 'Sticker Collection' promotion aimed specifically at Klippies & Cola drinkers. When a consumer purchases a bottle or can of Klippies & Cola, he will be given a sticker comprising two sections: a scratch card disclosing the prize and a 'sticker' with a strap line in keeping with the brand's humour, for example 'Kliptomaniac'.
Each pack has different stickers with different strap lines to give the consumer a chance to collect the entire range. For every five stickers handed out, there will be three winners giving Klippies & Cola supporters a 3-in-5 chance of winning. Posters, tent cards and washlines will drive the promotion.
A 'Scratch Card Kit' promotion will run at the same time specifically for Klipdrift Export consumers. As with the sticker collection, there will be a 3-in-5 chance of winning and similar point-of-sale material will be used. Prizes for both promotions include Klipdrift Beanies, rugby balls, stock and sweatshirts.
The FCB Cape Town agency group comprises advertising, experiential marketing, design, CRM and web developmental services. For the August/September Klipdrift promotions, the advertising agency worked closely with FCB Design and FCB Impact to develop and execute all the required permutations.
