JIVE: Dala your colour

“Dala Your Colour”, a real-world, audio-visual campaign, took place in a Cape Town neighbourhood to successfully drive awareness and sales of Jive, a soda drink, and serve as a reminder of a segregated past.

Campaign Details

Brand: JIVELead Agency: Mark1Region: EMEA

Strategy

Objective

Generate awareness and drive sales across the Jive range.

Target Audience

Jive drinkers, Capetonians and tourists who visit the Bo-Kaap and want to learn more about Capetonian culture.

Creative Strategy

Following a very restricted, suppressed, and pretty much disheartening 2020, we've realised that things have become monotonous, and without the excitement that gave it colour, life has become dull.

Context

The Bo-Kaap is one of South Africa's most colourful neighbourhoods. Just a quick search of on Instagram reveals just how smitten tourists, influencers, models and international...

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