Sugar free doesn’t mean no flava.
Jive is a cult Western Cape soft drink brand known for its vibrant colour range. However, Jive’s ‘lite’ variant was on a 13% decline in 2019. And we needed to change its fortunes quickly by shifting its appeal to a younger audience.
We started by rebranding it as Jive X. A drink with Nix (South African slang for ‘no’) sugar, all flava. We launched it through a collab with an up-and-coming Cape Town streetwear label called BRAhSSE..
Covid was just in time to scupper our main plans, but we still managed to change a 19% decline to a 12% uplift in sales within 3 months. All in the face of lock downs and tiers various.
In an act of irony, the streetwear line was inspired by the high-sugar-content sweets you’d find in local ‘bubby’ shops (corner stores). Something very much in tone with the cult Western Cape brand’s personality. We launched it with a film featuring BRAhSSE teasing the merch.
Our audience could get their hands on the merch through a social media auction.
The collab campaign was also supported by more product orientated work which used the X as a way of separating the product from the sugary sweets. The trade presenter box was also filled with real bubby shop sweets.
19% decline to a 12% uplift in sales within 3 months. All in the face of Covid-19
Awards
Loerie Awards (Creative)
Integrated - Finalist
Creative Circle (Creative)
Integrated - 2nd place
Team
Agency: DUKE
Executive Creative Director: Mike Beukes
Account Management: Alex Sydow | Tyan Odendal | Marcolette Hellinger
Agency Art Director: Gareth Cohen | Saleem Naidoo | Brinke Stemmett
Agency Producer: Chantel Kriel | Di Fraser
Brand Representative: Sean Burton | Niyaaz Hendricks
Campaign manager: Tayla Calcott | Dominique Barthus | Baatile Moagi
Cinematography: Dylan Boerstra
Creative Director: Gareth Cohen | Pieter Janse van Rensburg
Data Analytics: Tayla Calcott | Dominique Barthus | Baatile Moagi
Designer: Gareth Cohen, Pieter | Jansen Van Rensberg | Brinke Stemmett, Saleem Naidoo | Shakoer Baderoen | Phumle April | Sean Ravenhill
Digital strategist: Chad Otto
Editing Company: EyeForce
Film Director: Arthur Neumeier
Film Production Company: EyeForce
Information Architect: Anrich Vigus
Media Planner: Tyan Odendal
Performance: BRAhSSE
Photographer: Neil Burton | Russell Smith
Post Production Facility: EyeForce
Producer: Christiaan Coetsee | Mascha Spaans
Programmer: Anrich Vigus
Project Manager: Chanté De Villiers
Social Media Manager: Rene Stalmeester | Melissa Griesel | Tayla Calcott
Strategist: Steve Miller
Writer: Saleem Naidoo | Gareth Cohen | Mike Beukes | Rene Stalmeester
Year: 2020