Jimmijagga spices up Jozi in a limo taxi

As a brand that has committed to changing up the everyday, jimmijagga takes iconic South African experiences and adds some extra-extraordinary spice. The jimmijagga brand activation team has most recently been shaking the fun into the streets of Parkhurst and Melville in a limo taxi.

From the front, the jimmijagga limo taxi looks just like any other taxi but when it pulls up next to a hip restaurant in the Arts on Main precinct, it gets spontaneous applause. The jimmijagga limo taxi was inspired by the international "POP-UP" store trend and in its versatility it can either join a party with a VIP delivery of guests, start a party with its rocking sound system and built in DJ deck, or spice a party up with a really cool chill area.

Brand as innovative as the product

Gareth Haarhoff, director of innovations and ready to drinks (RTD's) at KWV, explains: "The first wine Spritzers formulated in the 1800's in Poland were said to make grapes laugh, and jimmijagga aims to add that light-hearted effervescence to everyday experiences. This is a brand which always looks for the light side of South African life, and always looks at things from a slightly different angle. As the first fusion Wine Spritzer in the RTD category, we need our advertising and brand experience to be as innovative as our product. We tasked our creative team with thinking of things that add an extraordinary twist to the ordinary - something that no-one has ever thought of before. Pretty simple brief - or so we thought."

"When we pulled up at the Limo Builders in the original siyaya taxi and asked them if they could stretch it into a siyaya-yaya, they laughed. There's a lot of comedy in turning a minibus taxi into a limo and it's never been done before or probably even thought of before," Haarhoff says.