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Flight of the Fish Eagle soars with FCB Cape Town

Distell brand, Flight of the Fish Eagle, has been repositioned as one of the beverages of choice for the up-and-coming elite with the help of FCB Cape Town, itself recently named 'Intermediate Sized Agency of the Year' by highly-respected industry commentator, Tony Koenderman.

In addition, elements of the campaign were awarded a Gold Loerie in the Brochure & Literature Design category at this year's Loerie Awards ceremony.

The campaign utilised all the expertise contained in FCB Cape Town's Wynberg campus including design, experiential marketing, CRM, web developmental services and advertising.

Given the profile of the target market, the creative execution and copywriting technique of the various pieces of communication has been exceptionally stylish and highly designed. FCB Cape Town now refers to the copy writing style as 'fish speak'. The communication media have also matched the target market's profile – SMS, email, web site, as well as a high level of experiential marketing.

"The challenge put to the FCB Cape Town team was to enhance the target market's perception and perspective when it came to Flight of the Fish Eagle – it was viewed as stylish, trendy and sexy and Distell wanted to retain but augment this perception. The functions we have developed for the brand drive its intrinsic values, to educate our target market about these intrinsics and encourage them to see how they complement their own lives," says FCB Cape Town group account director on the Distell business, Marius Schreuder.

"The creative execution is exquisite. It certainly mirrors the way the target consumer sees him or herself. The copy is intellectually challenging to keep them on their toes. Everyone at FCB Cape Town has been involved in this campaign, and they've done an exceptional job. Feedback from the target market has been encouraging.

"Having experienced Flight of the Fish Eagle over the past six months, I'm certain our target market can't wait to see what the brand has in-store for the second half of the year," he concludes.



Editorial contact

Petra Peacock
C-Cubed Communications
(011) 794-4665

26 Jun 2003 17:28

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