Less Screen Time More Real Time: Brutal Fruit Spritzer Brings Women Together at Their Phones Down Glasses Up Picnic
GLM TEAM 
In commemoration of Women’s Month, Brutal Fruit Spritzer has launched a campaign
aimed at encouraging social connections and reducing screen time. South Africa’s
favorite spritzer is set to make meaningful connections bubble up for their beloved besties
on Women’s Day, 9 August. Continuing their celebration of women, Brutal Fruit Spritzer
introduces The Phones Down Glasses Up Picnic, an event designed to bring besties
together in real-time, offline.
In a world where South Africans are spending an average of 9 hours and 24 minutes on
screens daily, according to research, Brutal Fruit Spritzer is taking a bold step to encourage
genuine human connections by doing something they’ve never done before: hosting a
no phones allowed experience.
The picnic aimed to transform events by encouraging more real connections instead of
spending it behind your phone, This way, instead of focusing on highly curated photo-ops,
the audience was able to lean into shared moments, meaningful connections, and
celebrate community without the distraction of their phones, because being present is the
real proof of life.
According to behavioural findings by the World Health Organization, societal
expectations to always be digitally available, combined with the never-ending treadmill
of caregiving responsibilities, result in burnout impacting 42% of women globally. This
prevents them from fully experiencing the present moment.
“Our goal is to create purposeful connections and memorable experiences for our
audience. ‘The Phones Down, Glasses Up Picnic’ is about celebrating the joy of being
present with friends and loved ones, free from digital distractions,” says Ramona Kayembe,
Head of Brand at Brutal Fruit Spritzer.
Kayembe adds, “As a brand, our insights have always been our compass, guiding us to
understand what truly matters to our audience. Through countless conversations, social
media interactions, and community engagements, one theme stood out – the yearning
for genuine, undistracted connections. It became clear that in a world dominated by
screens, our besties craved the simplicity of face-to-face moments, where the laughter is
real, and the memories are tangible”
The Connection Blanket Experience
At the heart of the Phones Down, Glasses Up event was an interactive blanket experience,
where each of the 160 guests with the likes of Lesedi Matsunayana Ferguson, Gaisang
Noge Nicole Woke, Pumla Dineo, Chanley Wong, Ipeleng Selepe and many more
contributed to creating a united masterpiece. Attendees where guided by MC Ayanda
MVP, who orchestrated the connecting of the blanket pieces in a fun and engaging
manner. The completed blanket, made of 80 2m x 2m mini blankets, symbolized the unity
and connection among the attendees.
A day without their phone was daunting for some however Brutal Fruit Spritzer had ensured
there was no shortage of entertainment to keep them busy. From Giant Jenga, to making
friendship bracelets and even line dancing, every activity ensured each attendee was
fully immersed in the moment, creating lifelong memories and making meaningful
connections.
This innovative activation was designed to highlight the balance between modern
technology and personal interactions, emphasizing the need for mindful screen use and
its impact on feeling a true sense of belonging.
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