Bubbling with enthusiasm

Ad agency Bester Burke came up with the payoff line "Le Good Life" and the 40-second television commercial presenting J.C. Le Roux as the vital element that turns any social gathering into a successful event.

The flighting of the television commercial is the catalyst for an extensive marketing campaign to bring "Le Good Life" directly to the consumer in trendy shopping environments and cinemas.

The objective is to surprise consumers with J.C. Le Roux and these unexpected brand encounters in major centres during April and May are supported by a broader SMS based competition advertised in-store.

"Consumers are bombarded with thousands of brand messages every day and are very selective in what they ultimately absorb. It is therefore essential that our brand proposition is delivered in such a way that it is clearly differentiated from the competition and forms an indelible stamp in the consumer's mind," says Saramien Dekker, J.C. Le Roux Brand Manager at Distell.