The R38 million Phakamisa ispirit festive season campaign, in partnership with the Gauteng Department of Economic Development (GDED), sees a portion of proceeds from the sales of Pernod Ricard’s festive spirits brands going towards helping local artisans grow their businesses and create employment opportunities. Pernod Ricard appointed Tribeca Public Relations (Tribeca), in collaboration with So Interactive, to support this campaign.
When South Africans purchase a bottle of participating brands, they will receive a bespoke gift. The gifts are inspired by some of the country’s most gifted makers, who hand-carve wooden furniture and lifestyle items.
Part of the proceeds from every bottle sold will help provide local artisans with SETA-accredited courses covering business management, manufacturing, technology and accounting, as most artisans do not have formal training. They will also be provided with the resources they need to grow their businesses.
Tribeca managed the initiative’s launch, and is supporting the project with ongoing media relations and influencer management, to maximise awareness of the campaign. So Interactive developed all the campaign’s digital assets and led the supporting social media campaign.
‘We are so honoured to have the opportunity to work with such a prestigious international brand, with such a locally relevant and important campaign,’ said Davina Malan, business unit director at Tribeca Public Relations. ‘The launch was successful, despite the prevailing Covid-19 guidelines, and Pernod Ricard’s messaging and meaning was widely received. We look forward to working with the brand on future projects.’
‘Our skills and personalities at So Interactive complemented those of the Tribeca team so well, and we really enjoyed their professional approach to this exciting project,’ said Darren Mansour, managing director at So Interactive. ‘Our collaborative approach yielded great results for the client, which are sure to increase the success of this very important initiative.’
‘Teamwork really was the dreamwork for the launch of this exciting initiative, and Tribeca and So Interactive’s great ideas, passion and commitment to the project ensured that the launch was a huge success,’ said Evita van Aswegen, head of corporate communication at Pernod Ricard South Africa.
TRIBECA
www.tribecapr.co.za
