Following on the success of the previous Archers Aqua campaign featuring male model Gavin Hammon, ad agency Saatchi & Saatchi has launched the latest installment of their 'Something for the Ladies' campaign.
Lisa Roux, Marketing Manager of Archers Aqua, says: "The previous Archers Aqua commercial showcasing the popular Hammon in orange overalls carrying a sack of leaking sugar had high impact and recognition value and ultimately drove sales volumes."
The challenge, according to Ian Young, Managing Director of Saatchi & Saatchi Cape Town, was to provide new creative that would surpass the popularity of the previous advert: "We also had to find a new Archers Aqua guy that would be on par with the previous model. This evolved into an interactive solution to give the consumer the opportunity to vote for their favourite Archers Aqua guy."
Four television adverts will present the choice of four candidates, requesting the public to vote for their favourite.
The campaign will be complemented by radio ads and below the line advertising will include in-bar coasters at selected clubs and pubs, posters of the four Archers Aqua candidates distributed at various campuses, prize giveaways, as well as cardboard cut-outs and in-store posters at retailers.
Voting will take place until 15 January 2006, when the new Archers Aqua guy will be announced.
