Adding cocktails to the reality TV mix
For South Africans who dream of one day being on television, Ciao, a Ready-To-Serve (RTS) cocktail mix from KWV SA, is running a competition that will put a weekly winner in front of the camera for their very own three minutes of fame.
Each week during July, a winner will receive R5 000 cash and Ciao stock to put towards a party. Ciao will then film the winners, and their party. These three-minute long films will be aired every Thursday on e.tv just before 18h30.
The television campaign will launch on e.tv during Modern Family at 19h30 on Sunday, 17 June 2012. The competition will run for six weeks on e.tv, SABC 2 and SABC 3. To enter, viewers will need to SMS their name and the word “Ciao”.
The campaign is aimed at = females between the ages of 25 and 35, and will also be promoted on SABC 2 during Pasella and La Familiar, and on SABC 3 during a number of shows such as Ugly Betty and Gossip Girl.
Ciao cocktails are for people that want to entertain effortlessly without the hassle and without compromising on the quality of the brand while bringing out a touch of glamour. The viewers that watch these shows are perfectly aligned with Ciao cocktail drinkers who are confident and stylish.
Made with real fruit, Ciao is available in six mouth-watering flavours. “Ciao was only launched at the end of last year, and in the six months since it has grown more than 300%, having now reached its own celebrity status,” says Anna-Marie Marks, Category Manager for KWV SA .
“With our new campaign we are giving consumers a chance to shine with their very own three minutes of fame on television,” says Marks.
According to The Nielsen Company, the Flavoured Alcoholic Beverages (FAB) market has experienced high growth in value and volume this year so far, over and above the inflation level of 8.5%.
The final winner broadcast for the new Ciao television campaign will be aired on 26 July 2012. If you miss the TV spots, you can keep an eye on the Ciao Facebook page for competition details, announcement of winners and the reality videos (http://www.facebook.com/CiaoSA).
Issued by Sarah Anderson, Meropa Communications