Wrapping things up in flashing lights

"Consumers are bombarded with thousands of brand messages every day and are very selective in what they ultimately absorb. It is therefore essential that our brand proposition is delivered in such a way that it is clearly differentiated from the competition and forms an indelible stamp in the consumer's mind," says Saramien Dekker, J.C. Le Roux brand manager at Distell.

Conceptualised to support the television commercial equating J.C. Le Roux with Le Good Life, the outdoor campaign reinforces the brand positioning as a drink for everyday enjoyment, rather than just for special occasions.

Created by advertising agency Bester Burke, architects of the pay-off line Le Good Life and the television commercial, the outdoor campaign focuses on 5pm as the time to start enjoying the good life with J.C. Le Roux after a hard day's work.

Situated in the high traffic area off the Nelson Mandela Bridge, the daily countdown to 5pm on the giant building wrap reinforces the concept that J.C. Le Roux is an everyday sparkling wine, not just for weddings, birthdays, new business deals or anniversaries.

In addition to the permanent building wrap measuring a 38m x 15m with LED clock and lights surrounding the building, outdoor exposure in the form of gantries spanning major Johannesburg highways will be situated in different locations every three months until July 2007.