Appletiser SA has just launched a new television commercial, which aims to communicate the brand as the ultimate reward, one which can be enjoyed any time, any where. Conceptualised by morrisjones&co, Appletiser’s above-the-line agency, the commercial features a woman metaphorically overcoming the many challenges she faces during the day. Once she has successfully overcome her challenges, she finds the ultimate reward – an ice cold Appletiser.

The commercial sees the heroine making her way through various surreal landscapes, including rivers, forests, ruins and caves. At the end of her journey, she finds an apple in a tree, which she shoots with a bow and arrow. The apple explodes, showering the heroine in an arc of golden sparkling Appletiser, a rewarding conclusion for the obstacles she has faced earlier on.

Marketing Manager at Appletiser SA, Andrea Shuttleworth, explains that the brand has moved its strategic positioning, from 100% Pure Pleasure to Deliciously Good for Me. “Our target market remains the same, females aged 25 to 39 , LSM 8 – 10. However, we aim to drive the message that Appletiser can be consumed every day, and not just on special occasions. It’s also healthier for you than most other soft drinks on the market – an ultimate indulgent reward, but one that you need not feel guilty to drink”.

The new television commercial provides the perfect platform to address the message Appletiser wants to communicate about the brand. Model and actress Nina Milner is styled to embody the quintessential Appletiser woman: strong, accomplished and independent; she is able to juggle a series of balls, faces her challenges, knows what she wants and strives for the ultimate reward, which in the commercial is Appletiser.

The use of the exploding fruit device is also symbolic” says Shuttleworth. “It demonstrates the purity inherent in the product, which forms a part of the brand intrinsics we wish to communicate”. Appletiser, as well as its related variants; Red and White Grapetiser and Peartiser are all low GI. They contain only 100% pure fruit juice, with no added sugar or preservatives. These facts are summed up perfectly in the new pay off line, “Deliciously Good for Me”.

Director Ariane Besson from production house Bouffant stepped up to the challenge of bringing the commercial to life. The first step was finding the right actress who could ride a horse and shoot a bow while still looking fabulous. The second step was designing a high fashion outfit that could live just as comfortably in the commercial as it could on a catwalk, and this task was briefed to designers Suzaane Heynes and Tiaan Nagel who produced exquisite pieces of haute couture. Next was the task of finding the beautiful ethereal landscapes that would bring the commercial to life. And thus begun the great three day adventure that saw the crew, production house, agency and having to overcome a number of challenges to receive their reward. From howling Huskies to howling winds, cave exploration, marauding cows and exploding balloons, it was nothing if not exciting.

Appletiser is extremely excited about the new television commercial, the first one the brand has done in four years. Angel Jones, Creative Director of morrisjones&co commented “We are very excited about the new work. It catapults Appletiser into every girl’s dream. It’s been fantastic to work with Ariane, our director, and with our Appletiser client who is very open to pushing boundaries to make a statement. We’re looking forward to killer sales over the next few months”. The television commercial launched on 20 October and can be seen on SABC 2 and 3, etv, MNET and various other DSTV channels.

Click here to view the ad.