The campaign brings its new caffeine-free sparkling range into the moments where South Africans already move, meet and make choices by spanning 160 content creators on TikTok and Meta feeds through Brand Influence, alongside a short film developed with creative agency Hello Square.
“Our thinking with ‘Live on the Plus Side’ is to make the campaign part of the places and moments our consumers already know.
From creators and campuses to commuters and stores, every touchpoint has a purpose: to build familiarity, make the range easy to understand and invite people to experience it for themselves,” says Silungile Cebekhulu, brand manager for Reboost at The Beverage Company.
University-based creators extend that storytelling from digital content into the places where students can discover and sample the range.
Reboost Plus is taking the experience to nine university campuses: Wits, the University of Pretoria, University of Johannesburg, Tshwane University of Technology, Durban University of Technology, UKZN, University of the Western Cape, Stellenbosch University and UCT.
The wider activation programme also reaches marathon and padel events, giving consumers opportunities to engage with the brand beyond a screen.
The commuter journey provides another link in the story.
Through its partnership with Sebenza, Reboost Plus appears across commuter Wi-Fi touchpoints, while outdoor advertising carries the same visual language into public spaces.
The campaign media plan spans 350 digital billboards and 196 BP and Sasol forecourt screens, with retail visibility across Spar, Pick n Pay, Shoprite, Checkers, wholesale and spaza environments.
Together, the channels are designed to connect awareness on the move with discovery at the point of purchase.
The campaign also has a consumer competition, partnered with GWM, that gives consumers the chance to win a GWM Tank 300, alongside weekly Apple iPhone giveaways, subject to the competition’s published terms and conditions.
