Putting the Multichoice decline in context
Lindsey Schutters
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Mainstay changes to TBWA\Hunt\Lascaris Joburg
You can stay as you are, for the rest of your life, or you can change to Mainstay. TBWA\Hunt\Lascaris Johannesburg announced this morning, Thursday, 2 December 2010, that it has won Distell's Mainstay account and will be supporting the South African cane spirit in the relaunch of the iconic brand.
Commented Damon Stapleton, TBWA\Hunt\Lascaris ECD, "For me, it just shows that TBWA\Hunt\Lascaris is on an upward curve. Creativity gets the reward it deserves and it proves once again that creativity and profitability are not mutually exclusive. We're delighted about the Mainstay win and a look forward to doing great work on the brand."
Martin Scoble, Distell Group general marketing manager, said, "We really wanted an agency that was in touch with the heart of South African trends. On top of that the agency wowed me with their great client service, creative and strategic thinking and solid, creative work done across a number of other Distell brands including Black Bottle, Bain's and Scottish leader."
The campaign, entitled 'The Republic of Sunshine', consists of a number of promotionally driven elements, including a new TV commercial, all geared up to create top-of-mind brand awareness using idyllic and exotic imagery.
For more, go to White Spirits.
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