Reposition South Africa's leading cider brand without losing existing equity and re-engage an audience drifting toward more 'aspirational' competitors. The brief came at a moment of category flux. Premium imports were entering, and Hunter's needed to find a new cultural meaning before the window closed.
Led strategy across a multi-agency team. My work began with deep ethnographic research into South African youth culture, looking at not just what they said but what they did, admired, and aspired to. A key finding emerged: young South Africans admired action more than ambition. The strategy was to turn Hunter's into a brand that helps people start something real.
The resulting "Start Something" platform inspired consumers to pursue side hustles and passion projects. Hunter's partnered with local artists, launched songwriting contests, and ran 28 live events across South Africa. The brand became an active cultural enabler rather than a passive beverage.
"I'm absolutely loving this campaign — it's an amazing opportunity for artists to get into the music industry, and to get guidance and support from people who really want to help." — DJ Mo Flava
The ability to translate deep audience tension into brand energy and drive action across research, positioning, and integrated campaign delivery. This is the kind of work that only happens when cultural insight and strategic clarity come together.