"This win is fantastic because it represents exactly the kind of work we want to do more of," says Danni Dixon, GM of TBWA\Hunt\Lascaris\Johannesburg. She is excited about the multi-media dimension, as it gives the creative teams the chance to demonstrate the power of a "seamless big idea" encompassing digital, social media, PR, on-premise activations and traditional formats.
Dixon is also particularly proud of the fact that this is the first account win under the newly assembled executive team at the agency of Dixon, Matthew Brink, Adam Livesey, Clint Bryce and Alistair Duff.
"The agency was chosen for its attention to detail and we loved the world it created for Appletiser. Its submission was amazing both from a content and art direction perspective," says Andrea Shuttleworth, Appletiser global brand marketing manager. "The campaign idea is easy to translate and easy to control globally, which is of critical importance for us, given the plethora of campaigns we have had across different markets in the past.
"The aim of the campaign is to restore the brand's premium status and in doing so, make it famous to then take its iconic status to the next level. This will only be achieved through brave work that resonates with our unashamedly female target audience."
The campaign is devised from a strategic platform created in conjunction with London based agency Eat Big Fish. TBWA\ came up with the new campaign line "it's thirsty work" that forms part of the new positioning for the brand that will be revealed later in the campaign.
As the global lead agency, it will be responsible for the global creative campaign that will be rolled out in South Africa, Appletiser's largest market and other core markets including the UK, Australia, the Middle East and the Canary Islands.
The three-year campaign will cover print, in-store promotions, PR and digital executions. A TV campaign is also scheduled for later in the campaign.
