South African trendsetters gathered at the Shepstone Gardens in Johannesburg on Sunday, June 19th for a “Summer in Winter” themed event. To celebrate the South African Youth month and International Pride month, OrchardOn25 in association with Smirnoff, curated a beautiful and captivating exclusive event in which they launched the alcoholic beverage – Smirnoff’s Infusions – Watermelon flavor.
In essence, the event was to capture the spirit of the youth today with the focus being on the young trendsetters and ground breakers who are living in their true identity. Amongst the attendees were individuals who have worked their way up in the industry, through creativity, talent, and authenticity.
SMIRNOFF INFUSIONS CAMPAIGN
BRAND
A Smirnoff Infusions marketing manager took us through the campaign explaining what the infusions are all about. Discussing the inspiration behind Smirnoff Infusions and the watermelon flavor launch, she delved into the culture and how Smirnoff is part of the industry players which are innovators and game-changers. “We investigated relevant food culture, local flavor, and people’s interests”. “We want to introduce consumers to new, innovative flavors trending globally and locally.” So it’s fair to say Watermelon is the new boss of flavors in town.
Three Smirnoff flavors are currently available in South Africa: pineapple, cranberry & lemon, and raspberry, passion fruit & lime. Launching new variants in the future is in Smirnoff’s plans. The look, feel and taste of the product are quite enticing. “The packaging is vibrant and eye-catching. It is a premium bottle shape with a premium and aesthetically pleasing label”. The label illustrates its refreshing flavors. Having experienced this, the best part of it all is the taste of course. The aroma just captures you. – “It’s fruity yet complex, it’s best to keep it simple.
Launching this new flavor during South African Youth and International Pride month was a key moment and opportunity to celebrate and combine all the game changers in one setting. “We are big allies to the LGBTQ community”.
AMBASSADORS
We met with one of Smirnoff’s ambassadors – Gugulethu Banda who is also an influencer, and content creator. Gugu is one of the 4 influencers who have been chosen to represent the brand in their new flavors campaign. The flavor for the new campaign is Watermelon and Mint Smirnoff Infusions. “I’m looking forward to new content creation and experimenting with the new flavor,” she said. Gugu describes herself as a fun character who enjoys lifestyle and skin care content creation. Gugu makes for a suitable ambassador with an immense passion for elevating her content creation game.
GET TO KNOW THE TRENDSETTERS
The guest list to the Smirnoff Infusions was nothing short of amazing. In attendance as the guest of honor was Celebrity Stylist, Phupho Gumede-K. Phupho has recently been listed on the Forbes 30 under 30 list. They were listed for their Styling and Fashion commentating on the continent. There was also StiffPap, a musical duo based out of Johannesburg. They have captured international stages (Europe) in their distinctly South African pantsula sound and urban feel. There were also notable content creators, brand & lifestyle influencers, TikTokers, as well as publicists.
The Smirnoff Infusions launch highlighted SA creators big and small in their own right. The brand’s emphasis on inclusion might just be the secret ingredient to its undying relevance. Well, that and their master key in INFUSIONS.
What’s On Your Block – South Africa
What’s On Your Block is a documentary series that will be following global creatives as they showcase some of the trendiest places, events, and activities across South Africa while highlighting the Music, Entertainment, and Fashion Aspects of those destinations. One of MEFeater’s goals is to collaborate with innovative creatives and African Pop Culture brands, as well as Influencers, and through OrchardOn25 we continue to experience South Africa in its truest form.
Please enjoy Smirnoff responsibly. Not for Persons Under the Age of 18.
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