Who is Frikkie?

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Namaqua Wines recently revamped its entire packaging line and refocused their advertising message to serve the needs of wine lovers in South Africa. Tomcat given the challenge to create a television and print campaign that would grab South Africa's attention.

Since Namaqua Wines has reportedly become one of the largest exporters of wines to the UK and a leading brand of wine in SA, it needed a recognisable brand image. The challenge was to incorporate a packaging solution and brand message that would best suit the brand, as well as the needs of Namaqua's diverse consumers.

Tomcat identified the inherent human truth of sharing: you feel good when you share, because you are doing something nice for someone else. So, to emphasise ‘sharing' seemed like the perfect solution and it went hand-in-hand with Namaqua's heritage. This fuelled the concept of ‘We share where we come from'.

In the ad, a character has been created that personifies the heritage of Namaqua: an unpretentious, easy-going person who loves to share - Frikkie! Through the act of sharing, this character touches various people from different walks of life - becoming somewhat of a cult figure.

In print, the concept has been followed through to reach a wide audience with everyday, albeit a bit eccentric, situations of sharing.