Conceptualised by morrisjones&co, the brand's above-the-line agency, the commercial features a woman metaphorically overcoming the many challenges she faces during the day. Once she has successfully overcome her challenges, she finds the ultimate reward - an ice cold Appletiser.
The commercial sees the heroine making her way through various surreal landscapes, including rivers, forests, ruins and caves, and at the end of the journey she looses an arrow from her bow and... Well, you'll have to watch the commercial to see what happens
The brand's marketing manager, Andrea Shuttleworth, says that the brand has moved its strategic positioning, from 100% Pure Pleasure to Deliciously Good for Me. “Our target market remains the same, females aged 25 - 39, LSM 8 - 10. However, we aim to drive the message that the product can be enjoyed every day, and not just on special occasions. It's also healthier for you than most other soft drinks on the market - an ultimate indulgent reward, but one that you need not feel guilty to drink”.
Model and actress Nina Milner is styled to embody the quintessential Appletiser woman: strong, accomplished and independent; she is able to juggle a series of balls, faces her challenges, knows what she wants and strives for the ultimate reward - something that is pure and natural.
Putting the commercial together involved a number of challenges, not least of which was finding an actress who would not only look fabulous, but also be able to ride a horse and use a bow... not your normal range of skills...
And then there was also the challenge of designing a high-fashion outfit that could live just as comfortably in the commercial as it could on a catwalk, and this task was briefed to designers Suzaane Heynes and Tiaan Nagel. Lastly, the producers had to find the right landscapes that would bring the commercial to life.
The television commercial launched on 20 October and can be seen on SABC 2 and 3, eTV, MNET and various other DSTV channels.
