I was responsible for coming up with J&B South Africa’s communication strategy during a year that included major highlights for the brand. Firstly, their annual sponsorship of Africa’s premier horserace, the J&B Met. Secondly, the launch of a new variant, J&B Urban Honey.
To tie it all together, we conceptualised ‘Made for the Mix’ – an umbrella concept that encouraged the mixing of contrasting things to create an incredible outcome.
The J&B Met
As the theme for one of THE fashion events of the year – 'Made for the Mix' inspired people to blend different styles together to form an outstanding ensemble. Since the whiskey itself is a blend, this concept spoke to the brand both intrinsically and extrinsically.
The 'Made for the Mix' campaign aimed at getting South Africa's 18-25-year-olds involved. So we got the local creative community to participate by collaborating on projects. With the help of MTV Base, people could see if they were 'Made for the Mix' too.
J&B Urban Honey
'Made for the Mix' was the perfect launchpad for J&B's new honey-infused variant – J&B Urban Honey. Mixing the boldness of J&B with the smoothness of honey, we got South Africa's hottest rapper, Cassper Nyovest, to create a new song with Kwaito sensation Moneoa that encapsulated this unique blend.