SABMiller’s Sarita campaign on Supalites uses South Africa’s outdoor media alternative to demonstrate the sophisticated nature of the brand.
Positioning the distinctive alcoholic fruit beverage as the ultimate glamour accessory, the campaign depicts a beautiful woman adorned only with a bottle of Sarita. No jewellery, no clutch bag – just a bottle of pure liquid glamour.
The campaign was developed by John Pace (Creative Director); Jonathan Bain (Copywriter); and Frederick Peens (Art Director) of At Pace; with gowns by Malcolm Kluk and photography by Marc Cameron. “The creative was designed to be simple yet elegant, and usable for application across a variety of mediums,” explains Pace. Successfully executed for outdoor, the concept has also been applied to an in-store poster campaign as well as a print media campaign.
Targeting the discerning female market, the Sarita brand is a perfect fit for The ADreach Group’s Supalites medium.
This outdoor media offering delivers powerful outdoor impact available on the market via large advertising signs placed at close proximity to road traffic. This, combined with the repetitive advantage of four signs in a row, facilitates the most commanding outdoor campaigns ever seen in Johannesburg.
The three-month migrating Sarita campaign was unavoidable on William Nicol Drive during the month of January; flights on Rivonia Road until the end of February; and can be seen on Sandton Drive during the month of March.
Supalites form part of The ADreach Group’s national network of more than 40 000 advertising signs.
For more information, call 0800 OUTDOOR or visit
www.adreach.co.za.