Klipdrift Radio Advertisement

Description of Brief:
For this brief, I was required to work with my peers to craft a single advertisement in a language different from English. Our chosen brand was Klipdrift. We decided that Klipdrift would be an excellent choice for this project as it is widely known across South Africa and has a strong target market in the Afrikaans speaking community. When researching Klipdrift, we saw that the main problem the brand was facing was that brandy is generally linked to the chaotic side of drinking, and as such, a portion of the target market began to look at alternatives, or even swear off the brand and its counterparts all together.
Objective:
Our objective was thusly to remind people that Klipdrift is not a brand that pushes people apart, but rather brings them together. We wanted the target market to see that, whilst alcohol can promote chaos, Klipdrift is a brand that is for connecting with your loved ones. It is a bottle you bring out when you want to have a good time and make memories with those you cherish.
Insight:
Our insight that we derived from our research revolved around how people rarely want to deal with the adverse effects of alcohol. Considering alcohol has the ability to make people speak more freely and act in a chaotic manner, many people choose to stay away from others when they drink as they do not want to have negative experiences thrust upon them.
Concept:
The concept for this advertisement then became “Dis Klippies, Geen Drift Nie” (It’s Klippies, no drift). The aim of this concept was to show consumers that Klipdrift is a brand that brings people together instead of tearing them apart by making use of the brand’s well-known nickname. By crafting the concept in this humorous way, the concept succeeds in creating a personal bond between the brand and their consumers, as the audience is made aware that Klipdrift is something that can create or even mend connections.