Skip to main content

'Live with Heart' with RED HEART RUM

Image
By Mr Gift Gavinko


As the market leader in the dark rum category, Red Heart Rum has always been synonymous with unparalleled quality and taste. Now through a dynamic creative platform, the brand is broadening its target market appeal to a bold, younger consumer with the launch of their “Live with Heart” campaign.

Focused on bringing Red Heart Rum’s intrinsic elements to life, the new campaign is centred on the bravery it takes to “Live with Heart” through bold, real and spirited actions. From mid-August until mid-October, consumers will see the brand salute those who authentically and boldly follow their intuition and instinct through a 360° communications campaign. Included in this are several below the line components which include out-of-home, digital marketing, social media, and retail merchandising/point of sale elements, as well as an acclaimed new TVC directed by one of South Africa’s award-winning top creative minds and world renowned commercial directors – Ian Gabriel.
Recognised globally for his exceptional visual flare, Gabriel’s approach to filmmaking has earned him the reputation for creating distinctive compelling narratives, turning many of his commercials into beautifully crafted short films in their own right. Under his direction, the 30-second commercial shot on location in and around Cape Town (Castle of Good Hope, Newspaper house and Dasvlei Farm) in mid-August, celebrates the unique journey of a young man's life and concludes with recognition from those close to him for admirably following his heart.
“The key message of ‘Live with Heart’ embodies the bold spirit of the acclaimed rum, and is visually translated to encourage consumers to make the most of every moment. This is something we hope they take up through the 60-day #LiveWithHeart challenge,” remarks Sarah Mansfield, Brand Manager for Red Heart Rum. The challenge, which broadcasts on 5 FM, Y FM, Algoa FM and Good Hope FM, and is further amplified on the brand’s digital and social media platforms, is a consumer initiative which entails 30 challenges and 30 salutes, with the opportunity to win 30 epic prizes. In a bold illustration of the brand’s key message, well-known adventurous 5FM radio DJ Roger Goode (@DJRogerGoode) will be engaging in some of the challenges via social media to showcase how he lives with heart. 

From “Be what you wanted to be as a kid. Even if it’s only for a minute”, to “Tick something off your bucket list. Even if it’s small”, to “Discover something you never knew before, and tell us, or show us why it’s new for you” and “Build something from scratch. Like a cardhouse. Or a fort”; Roger Goode will be adding his unique flair to the challenges with bold, real and spirited actions, whilst encouraging consumers to do the same.

For more information, visit www.livewithheart.co.za

Find Red Heart Rum for more details:

Follow us on Twitter @RedHeartRumSA

Find us on Facebook: www.facebook.com/RedHeartRum


Labels:

Comments

Post a Comment

Popular posts from this blog

Miladys Steps Confidently Into the Future — And Every Woman Is Invited

By Mr Gift Gavinko
As women, we know when a brand truly understands us — our lifestyle, our pace, our bodies, and our desire to feel confident at every stage of life. And this season, Miladys has done something extraordinary. The beloved South African womenswear brand has unveiled its first-ever Store of the Future at Canal Walk, and it’s more than just a new look… it’s a new era. Walking into the space feels like stepping into a world designed with you in mind. The store blends warm textures, natural tones and modern open-plan layouts that make shopping feel calm, beautiful, and intuitive. It’s elevated without being intimidating — luxurious yet deeply comforting. A place that celebrates women, just as we are. “At the heart of what we do is our customer, and our goal is to make her shopping experience uplifting and enjoyable.” — Natalie Wills, Managing Director at Miladys This fresh design direction, created by National Visual Merchandising Manager Leigh Seager and the Mr Price Group store desi...
Post a Comment
Read more

CHALLENGE A LOCAL SOCCER STAR IN A GAME OF FIFA AND STAND A CHANCE TO WIN R5 000 & LEGEND STATUS

By Mr Gift Gavinko
Themba Zwane, Teko Modise, Lebohang Maboe, Thembinkosi Lorch, Lehlohonolo Majoro, Mpho Makola, Kermit Erasmus and Reneilwe Letsholonyane take on fans in a game of FIFA in the latest partnership between The Original London Dry, Gordon’s Gin, and  Everything Creative Agency.  FIFA lovers will be treated to an adrenaline-fuelled eFootball tournament during the lockdown period, when many fans are craving their sporting fix. The digital tournament is like no other,  and will see FIFA fanatics challenge local football stars to battle it out, with the winning fan walking away with a R5000.00 cash prize and the ultimate bragging rights. The eFootball tournament serves as the perfect opportunity for fans to challenge their favourite local soccer players in real-time over a game of FIFA 19.  This never before seen fixture will take place in the comfort of South Africans’ own homes, enjoying a sense of community while staying safe and doing their part to flatten the ...
28 comments
Read more

HP OFFERS STUDENT FRIENDLY AFFORDABLE NEW DESKJET INK ADVANTAGE PRINTERS.

By Mr Gift Gavinko
HP  just recently launched it's HP Deskjet Ink Advantage printers with two new printers that offer more choices for affordable, HP-quality printing from your smartphone, tablet ad PC with student friendly low cost supplies that stretch your creativity. With the new Ink Advantage printing systems, HP is making quality printing more accessible and affordable for students, home users and micro-business customers, combining mobile printing with Original HP ink cartridges. “Whether in the lounge, kitchen or study, our new line of Deskjet Ink Advantage printers are a perfect fit – offering creative printing solutions, mobile connectivity and high-quality colour printing for less.”said Kevin Van Wyk, Category Manager, Inkjet Printers, HP. Features:  The new HP Deskjet Ink Advantage 4515 e-All-in-One printer lets users add a creative touch to printing projects with unconstrained colour printing  The equally stylish and space-saving HP Deskjet 4515 e-All-...
94 comments
Read more