Take a spritzer ride with jimmijagga

From local is lekker to hyper-localisation: Township consumer trends to watch this festive season

Mongezi Mtati

To promote the jimmijagga brand, the activation team has been shaking the fun into the streets of Parkhurst and Melville in a limo taxi. It 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 sound system and built in DJ deck or spice a party up with a cool chill area.

From the front, it looks just like any other taxi but when it pulls up next to a restaurant in the Arts on Main precinct, it is said to get spontaneous applause.

Gareth Haarhoff, director of innovations and ready to drinks (RTD) at KWV, explains, "The first wine spritzers formulated in the 1800s in Poland were said to 'make grapes laugh' and this wine spritzer aims to add that light-hearted effervescence to everyday experiences. This brand always looks for the light side of South African life and from a slightly different angle.

Add an extraordinary twist

"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. 'Why don't you bring us a Hummer or a Chrysler 300 or something like that?'"

"We replied because there's no irony in stretching something that already looks pimped out and it's been done before. There's a lot of comedy in turning a minibus taxi into a 'limo' and, as far as we know, it's never been done before or probably even thought of before."