Brutal creativity lands fruity account

VWV, in partnership with Soul Providers, delivered the "blue sky" idea that Brutal Fruit was looking for in its brand activation initiative dubbed "Brutal Fruit fulfils your fantasy". It was a combination of creativity and sound strategic insight that won the agencies the project that will span a year from roll out to wrap up.

According to VWV marketing director Abey Mokgwatsane, the brand activation space is highly competitive right now, especially in the young adult segment. "Developing an idea that would penetrate popular culture was therefore at the heart of the successful pitch."

The "Brutal Fruit fulfils your fantasy" campaign will see a rallying call go out to all young funky women in South Africa, inviting them to submit their fantasies to the brand. The submissions received will all be published on the web site, as well as in other mediums such as sms, posters, and in advertising, ensuring a multi-media campaign.

Brutal Fruit will then select the best and most brand-aligned fantasies and turn them into a reality for the lucky ladies who submitted them. A total of four fantasies will be realised - one a month for four months.

"This initiative is a great way for Brutal Fruit to get into the psyche of its core target market: young legal drinking age females. Every woman has a fantasy and Brutal Fruit, can help her realise it" says Mokgwatsane.