
Almost every person questioned in survey objects to reselling of data
Hypothetically, consumers would even go as far as to pay to prevent their personal information being resold to third parties.
ADVERTISING CAMPAIGNS
By our News Team | 2022
Campaign shows Carte Blanche anchor ‘getting down and funky’ in a cool bar to promote South African Breweries’ popular beer brand.
Derek Watts, host of M-Net’s hard-hitting current affairs TV show Carte Blanche, recently cast himself in a much ‘lighter’ role for a new marketing campaign by beer brand Castle Lite.
The ‘Lite’n up’ campaign got Watts – known for exposing corruption, criminality and unethical behaviour to South African audiences for more than three decades – to show people how to lighten up and have a good time. Himself included, of course.
Photo: Supplied
He is probably one of the best-known faces on local current affairs television, and a visit by Watts and a Carte Blanche TV crew to your front door typically means you’re in a substantial amount of trouble.
The advert’s script seeks to exploit this, as people from all walks of life – from car guards to shop assistants and supposedly blind beggars – duck for cover as the soberly dressed and serious-looking newsman approaches them in the street.
‘Serious’ presenter becomes a party animal
But this trepidation soon turns to fun as Watts enter a funky bar and is handed a Castle Lite. Off comes the suit jacket and the lanky TV presenter suddenly turns into a party animal and lets loose with some hip-and-happening dance moves. The other patrons are, of course, delighted and join in the fun.
The campaign was the created by ad agency by Ogilvy Cape Town and directed by Anton Visser, co-founder of Patriot Films.
In an interview with industry website Media Update, Watts notes that, while he is serious on Carte Blanche stories, the strangers he meets are sometimes surprised to see his lighter side. “It’s about not taking your work home with you,” he explains.
Watts adds: “I’m not sure the advertisement industry is there to lift our spirits. So, it’s a marketing choice … but I think adverts with a touch of humour are certainly more memorable.”
You can watch the Castle Lite commercial here.
Hypothetically, consumers would even go as far as to pay to prevent their personal information being resold to third parties.
The unveiling of the Top 200 brands by the Marketers Association of Zimbabwe culminates in the Superbrand Awards at year-end.
While culture and history still permeate the North African consumer experience, it is also a region undergoing a dramatic evolution.
Company says order-fulfilment software from the US digitises and optimises the picking, packing, staging and distribution of online orders.
Placing goods that are not on promotion next to ones that are being discounted can have both positive and negative effects.
AzamPesa mobile money wallet set to close the gap between urban and rural areas in terms of access to financial products and solutions?
Survey finds people spend a month of their lives waiting for call centre agents to pick up. So insurer unveils ‘#StopHoldMusic’ campaign.
Top brands of the future will not be focused on the products they sell, but rather on serving an ecosystem of stakeholder needs.
Growth is expected to resume in 2023 at more than double the rate of last year, with the retail sector being the biggest spender.
Non-fungible tokens (NFTs) are usually associated with celebrities and market volatility. But there is untapped potential for marketers.
Annual Brand Africa study shows the continent’s brands are losing ground to their international counterparts.