Brutal Fruit is traditionally a girly alcoholic drink made by AB InBev. However, in this film which launched on International Women's Day (which also happened to be Valentine's month) we aimed to depict the Brutal Fruit woman as strong and independent with the use of various influencers that our market would relate to. They were strong independent women who had excelled in their various fields despite societal challenges. We told women that on Valentine's Day, you don't have to wait for anyone else to love you. The most important person you need love from, is yourself.
We launched the film by using South Africa's most popular influencer, Pearl Thusi, with over 2.5 million followers. The timing coincided with one of the most talked about celebrity love triangles. At the time, she was rumoured to have been dating a famous South African rapper, which filled the gossip columns with news of a fued brewing between her ex-boyfriend and her new love. She posted several misleading tweets leading followers to believe that there was someone new she loved, drawing even more media attention. After a day of letting the public come to conclusions, she revealed that the new person she loved, the most important one to her, was herself after which she posted our commercial.