social media advocacy campaign

In April 2021 BRUTAL FRUIT Lit UP AFRICA’S TALLEST BUILDING LAUNCHING Their New 620ML bottle , the new bottle was revealed by mapping the 54-storeys covering 12 600 square meters using 88000 Lumens: this was the first time the entire South Side of the building of the Leonardo Hotel had been lit up in this way.

In true Spritzer fashion, Brutal Fruit launched their all new Ruby Apple Spritzer 620ml Grand Luxe in high style with a larger-than-life mapping of the new bottle projecting across the entire southside of all 54-storeys covering 12 600 square meters of Africa’s tallest building for the 1st time ever! That’s 234-metres of glowing beauty – an ode to women – right at the top of Jozi, just where it belongs.

Lit and filmed by FPV drones (drones which are the future of cinematic drone filmmaking as well as used in major productions in Hollywood) they helped light up the sky and the pool deck of the Leonardo Hotel where an exclusive amount of guests got to experience this epic experience first hand, responsibly.  88,000 lumens were projected on the south side of the building and guests got to experience this iconic unveiling with sets from the best DJs in the country; DBN GOGO and Black Motion, a violin performance from SA’s Bubble*, and a show-stopping routine by synchronized swimmers taking to the pool. It was memorizing.

The Ruby Apple Spritzer 620ml Grand Luxe is the newest edition of the Brutal Fruit sophisticated product family. The beloved beverage, most loved by South African women continues to celebrate South African women and all of their achievements,  enabling sister squads to share in all their wins together. For this grand milestone, the brand did not settle on turning heads, but lifting them instead! 

How we did it? The massive goal of making the towering structure sparkle in Brutal Fruit’s signature pink was no small feat. But, as a brand that is inspired by women and that lives to reflect that inspiration, we knew we needed to make it happen as a reminder to all our ladies that no goal is too far from reach, and no win too small to celebrate.

The campaign was supported by incredible influencer content, PR drops and media partnerships that truly drove our core message. In total we received 75 posts from influencers spanning across Facebook, Instagram, Twitter and Instagram Stories. The influencers were introduced to the new Grand Luxe 620ml through drops delivered by a custom-made Brutal Fruit Van, the experience was brought to their homes where they saw the new bottle for the first time and were served the liquid. They also received custom made home trolleys filled with stock to enjoy at home and celebrate with friends and loved ones.Instagram posts performed the best making up 1.6 million impressions with an impressive engagement rate.

This incredible stunt not only earned us local media coverage , but we even made it to one of the largest global marketing platforms, where all the top global case studies live  – The Brutal Fruit 620ml Grand Lux officially lives on Trend Hunter :

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