Hunters Dry Endorsement

In 2018 I was lead on a team that was responsible for a celebrity endorsement that at the time was one of the largest ever conducted in South Africa. The campaign was an endorsement of Hunters Dry, the largest cider brand in the country, with Black Coffee. The campaign had a number of elements including:

Television commercials

Digital

Outdoor

Social Media

Out of home (Billboards, in store)

Live events (Fan parties in Ibiza, Johannesburg and Durban)

My Contribution:

-Project management

-Contract negotiations

What I learnt:

-Brand endorsement business models

-Brand endorsement contract negotiations

-The power of celebrity brand endorsements to shift consumer perceptions and boost sales volumes

-The future of product marketing and the growing importance of influencers