Liqui-Fruit has launched its new Feel Fully Alive campaign. The campaign will
see two local emerging bands competing in order to produce songs that aim to
encompass what it means to Feel Fully Alive. Consumers will have the chance
to vote for their favourite, with the winning song becoming the soundtrack to the
Liqui-Fruit TV ad.
Singer Jameel Webster, who teamed up with producer Rowan Blem, and singer
Phathiswa Magangane, who paired with guitarist James Cross, were selected by Liqui-
Fruit to compose a song that will reflect the brand’s campaign.
To create the next summer hit song, the artists spent three weeks at Cape Town’s We
Love Jam Studios under the guidance of industry professionals Hylton Mowday, Arnold
Vermaak, and Jeremy de Tolly. The result was a selection of music inspired by the
brand’s summer campaign.
“The Liqui-Fruit brand has always celebrated invigorating experiences that make one
feel fully alive, which is why, for this campaign, we have selected music as the perfect
channel to express that feeling. To bring this to life, we made use of our extensive
talent network to source and review around 200 artists, then shortlisted around 60
potential musicians and had them come in for an idols-style casting session where we
selected our finalists,” says Lienkie van Eeden, Liqui-Fruit’s brand manager.
“We’re excited about this initiative. Our aim is to give emerging artists a platform to
collaborate and work with music mavericks in order to create a refreshing new sound
that will inspire our consumers to live life fully,” adds van Eeden.
Magangane and Cross’s song, titled Summer Dreams, aims to give the
listener a nostalgic summer feeling. Webster and Blem composed a singalong tune,
Ready to Go, that aims be a hit with festival goers.
Participants can be a part of the campaign by following Liqui-Fruit on social media and
by voting for their favorite song, which will be used as the brand’s TV soundtrack.
For more information, visit the Liqui-Fruit href=”http://www.liquifruit.co.za”>website.
