Tequila Johannesburg and SABC Television Sales embarked on an aggressive below-the-line campaign last week, targeted specifically at media buyers and planners, focusing on making brands work on the new SABC 2 weekend show called Weekend Live. Weekend Live is a direct extension of the popular weekday show Morning Live and features news, arts and culture, current affairs, life style, and sports updates. The show broadcasts both on a Saturday and Sunday mornings and is presented by Sherwin Bryce-Pease and Sindisiwe Mabe.
Tequila Johannesburg's solution to entice media planners to the new weekend offering was to package a selection of different teas to introduce the elements of the show, with each tea reflecting a different aspect, for example Green Tea for Arts and Culture; Rooibos for Current Affairs, Camomile for Lifestyle and Jasmine for News.
"The creative idea is simple but effective. It is about that first cup of tea in morning that you enjoy - no matter what brand you enjoy there is something for everyone," comments Val Bourdos, MD of Tequila Johannesburg.
