Appletiser launches the Art of Pure Pleasure

Appletiser has introduced a classically styled new bottle to the South African market with a fresh look aimed at the modern, sophisticated woman that reflects the movement of global design trends. "To commemorate our new look and strategy, Appletiser commissioned the country's best artists to produce works of art for the Appletiser 100% Pure Pleasure Art Collection confirming the new positioning statement," says Andrea Shaw, Appletiser Marketing Manager for South Africa and the Asia Pacific Region.

The touring digital art concept was the brainchild of the multi-talented Andre Schwartz, a well known South African personality, and harnesses the power of art in exploring Appletiser's central theme: Pure Pleasure. The works were filmed as animated small movies and will be shown on plasma screens at 16 shopping centres around South Africa. "With this exhibition, Appletiser is presenting wonderful art in a new environment. The works of art really do come alive and it is a visual animated feast not to be missed," says Schwartz.

There is an experiential element, with people viewing the digital art in the malls receiving a free, chilled Appletiser, which will introduce the public to the new look Appletiser bottle. Members of the public will also have the opportunity to scratch and win.

Although the digital art tour ties into Appletiser's launch of its new look, the commissioned art works are not literal interpretations of Appletiser products.
"The brief to the artists was to depict women experiencing pure pleasure,"
says Schwartz. "So the art focuses on the Appletiser brand ethos rather than the literal product. The results are truly impressive - both the original works and the animated digital display."

The 12 artists in the exhibition are Ryan Arenson, Hanneke Benade, Hardy Botha, Chris Diedericks, Diek Grobler, Braam Kruger, Solly Malope, Andre Naude, Michele Nigrini, Zondi Skosana, Zach Taljaard and Angus Taylor.

The works will be on display at Studio Gesso in Melville from October 18 to 30; the Johannes Stegmann Gallery in Bloemfontein, from November 22 to December 2; the BAT Centre in Durban from December 15 to 28; and the Bell-Roberts Gallery from January 8 to 15 next year.

The Appletiser digital art exhibition will be launched on the 20 October at the Cresta shopping centre in Johannesburg. The virtual exhibition will feature six plasma screens, all running a 14 minute animated DVD.