This is a reminder to unsubscribe from the things that steal our time, and be here now for the things that fill our coupes. Because being present, is the real proof of life. Here, Head of Brand for Brutal Fruit Spritzer, Ramona Kayembe enters the chat.
We recently hosted our Glamour Book Club Joburg Edition, curated around our beauty and wellness themes. The event's triumph can be credited to the secure, interactive, and empowering atmosphere cultivated for our attendees. Throughout the event, everyone was fully immersed and embraced the experience. Brutal Fruit Spritzer ensured our esteemed guests had beverages readily available, with the brand’s ethos aligning perfectly with our shared commitment to empowering women. Serendipitously, their newly introduced 'Be In The Moment’ campaign' resonates deeply with the essence of The Glamour Book Club.
Expanding on the core messaging, Ramona says, “In a world where our real time is consumed by screen time, take a moment to Be In The Moment. To toast. Celebrate. Connect, and reconnect. To skip people-pleasing, clear doubt from our carts and belong in ways that make us swipe left on validation.”
Speaking to brunch culture which Brutal Fruit Spritzer has been spearheading, she says, “The growing desire among South African women to transform brunch into a cultural experience, call it a ritual filled with deliberate intention of fashion choices, choice of venues, who to brunch with? what to talk about? has become a real cultural day in women’s calendars.” Affirming that brunch is more than just a meal, “South African women have embraced this ritual wholeheartedly, infusing it with their unique sense of style and sophistication and we love it.”
Glamour: How do collaborations such as the one with the Glamour Book Club contribute to amplifying Brutal Fruit Spritzer ‘distinct brand essence and market resonance?
Ramona: The essence of Brutal Fruit Spritzer lies in promoting inclusivity and fostering connections among women. Collaborations like this one with Glamour Book Club embody the brand's mission to create spaces where women feel a sense of belonging, fostering connections and bonding with like-minded individuals.
Glamour: In what innovative ways does Brutal Fruit Spritzer infuse its marketing narratives with themes that celebrate empowerment, and how do these narratives deeply engage with your diverse audience?
Ramona: The brand really strives to remind women that they belong and are deserving of everything they desire. They belong to have that seat at the table, to have a life filled with joy and beauty. We celebrate every women in every phase of life and affirm that every moment is worth celebrating no matter how small you think it may be.
Glamour: Could you share insights into some of the impactful campaigns you've spearheaded that not only champion empowerment but also authentically embody Brutal Fruit Spritzer brand ethos?
Ramona: As women we are often filled with self-doubt and lack of confidence to command spaces so we partnered with Kelly Rowland to highlight that you are the main characters in this life and equally belong to a world of elegance and luxury. We affirmed this through a beautifully curated campaign that culminated in an experience where Kelly Rowland herself got to meet these women.
During Women’s Months of 2023, SheBeen, a first of its kind women only bar was created to give women a space where they could feel free and empowered to be their most authentic self. It was open for 3 weeks and designed to make every women feel like the Queens that they are.
Glamour: How do you ensure that the branding and messaging of Brutal Fruit Spritzer resonates effectively with your target audience?
Ramona: We know that in order for our brand to connect with our audience we also need to stay connected to them. So we invest in research, immersions and social listening so we get those rich insights that help us create work that resonates with our ladies.
Glamour: How do insights into consumer behaviour and emerging market dynamics shape the evolution of Brutal Fruit Spritzer’s marketing strategies and tactics?
Ramona: They play a huge role in how we show up as a brand. We know the world is constantly evolving and so are the needs of our consumers. It is imperative that we remain plugged in to those shifts and potential impact on the brands strategy.
Glamour: What plans does Brutal Fruit Spritzer have to expand its market reach or introduce new product lines in the near future? Can you share any upcoming marketing campaigns or initiatives that will highlight Brutal Fruit Spritzer’s unique qualities?
So we have recently launched our third variant, Litchi Sèche and the response has been overwhelmingly positive. The brand has also been expanding across a few key markets in the rest of the continent like Zambia and Mozambique as well as globally into key cities in Brazil, China and the UK.
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