"Worldwide, there has been a perception amongst consumers that a 'lite' version of a soft drink is a watered-down, less sweet version of the original. This is why internationally, we saw the launch of Coke Zero and Pepsi Max," says DUKE creative director Gareth Cohen.
"Locally, the same appeared to be the case with Jive Lite, so we decided to relaunch the sugar-free variants with a fresh, bold new look that appeals to a younger market — while pushing a message that it is definitely not watered-down," adds Cohen.
The brand says that the Jive X branding features a white 'X' depicting no sugar, while the coloured sweets that form the background are those that can traditionally be found at local corner cafés and allude to the sweetness and bold flavour of the product.
In addition to the rebrand and to further entrench itself into Western Cape youth culture, a once-off collaboration with local streetwear brand BRAhSSE saw the creation of a unique limited-edition clothing range inspired by the soft drink.
Over 1 500 clothing items (which include board shorts, bucket hats and moon bags) were manufactured as part of a promotion and an online social auction.
"We briefed BRAhSSE to create a streetwear range inspired by the product, but not overtly branded Jive. We ended up using deconstructed elements of the new Jive X campaign to form the basis of the line," Cohen says.
In the first six weeks, the brand says that the online campaign had a reach of three million with 23 million impressions. Additionally, in the three months since Jive X launched, there has been a 32% increase in sales.
"Despite being interrupted by COVID during the initial launch phase, the campaign has continued to gain momentum and demand for Jive X has certainly surpassed all predictions," concludes Cohen.
For more information, visit
www.jive.co.za. You can also follow Jive X on
Facebook,
Twitter or on
Instagram.