KWV 10 Year Old Brandy was recently voted the 'World's Best Brandy' at the International Spirits Challenge in London for the fourth consecutive year and the television campaign is currently being flighted on all major stations within South Africa.
In the South African market, brandy sales contribute 45% of total spirit sales and there is high brand awareness for KWV Brandy. The brandy market is, however, highly competitive and consumers tend to gravitate towards well-endorsed brands that reflect the image consumers aspire to.
The KWV brand represents status and discernment and the two commercials, shot on location in Johannesburg, feature Fezile Mpela as the Brandy man 'hero' and portray the message that KWV Brandy consistently achieves status as the world's best brandy and is thus an aspirational drink for discerning individuals.
In order to reflect the status enjoyed by KWV 10 Year Old Brandy as being the ultimate winner, the creative behind the commercial was to ensure the KWV Brandy man comes out as the 'hero' regardless of the circumstances.
According to Vanessa Schreyer, KWVI SA Marketing Manager, "KWV Brandy is noted for its premium quality and has always been associated with the mark of success. We created the KWV Brandy 'hero' to enforce the message that KWV Brandy is the ultimate choice for absolute winners and that KWV Brandy drinkers, like our commercial hero, always come out tops. The strategy behind the commercials uses an element of humour to make the commercial more memorable.
As brands are chosen according to what they represent, the Brandy man is the symbol for sophisticated achievers and status-conscious people whose choice in KWV Brandy demonstrates their discernment and capacity for success.
Grapevine Communications for KWVI Southern Africa
