Brutal Fruit is the elegant bubbly drink for stylish women from the South African Breweries stable. Their target market is young women who are either in college or embarking on their careers. They want a lavish lifestyle but can't quite afford it yet. Our research showed that these women inherently feel they will never belong in these scenarios. This is due to historical socio-economic factors as well as ingrained cultural beliefs in South Africa.
We needed to make Brutal Fruit the first drink of choice amongst these women who aspire to a certain lifestyle, not a brand that feels second best compared to the expensive champagnes. We had to show them that Brutal Fruit understands them and all the things that they think hold them back. It is the brand that knows their potential and where they are going and the elegant lifestyle they deserve right now.Our visual approach was inspired by the fashion films these women love, but we turned the everyday into a high fashion event. We gave local unknown designers the opportunity to shine and even elevated a grandmother in traditional Xhosa dress as we celebrated all the strong mothers and grandmothers that made these young women who they are. The scenes highlighted that no matter where you come from, where you are going or how you choose to live your life, you belong.
Below are some of the content films inspired by the scenes in our main film. We delve further into topics pertinent to our consumers' life experience. These include the complicated relationship between black women and their hair, the pressure to succeed, the long line of strong females who raised them and a deeper look into our choice of song.
You belong to wear your crown
You belong to royalty
You belong in the spotlight
You belong to be safe
16 Days of Activism is a time in South Africa's calendar which brings awareness to violence against women and children. To mark the launch day, we decided to publish a short piece dedicated to and in support of all the woman affected by abuse on our country, but also as an awareness statement for the very serious meaning of 'You Belong' for women in society.