One can always bet on the Western Cape to do things differently – with a mix of some heritage, culture and a dash of humour. This time, it’s the much-loved Jive cooldrinks that have everyone talking, sharing, and snapping as 80 local nicknames get memorialised on bottles and shipped to fridges across the region.
We Mos All Family is Jive’s Summer campaign. For a brand synonymous with community and celebration, they have certainly kicked it up a notch and shown they have what it takes to drive and deliver an authentic message of sharing.
“When I started Jive in 1991, it was humble beginnings with a small factory in Athlone,” says Founder Sharief Parker, “and from the get-go, we considered ourselves a community brand. The essence, the innovation and the values are all inspired by our local community to this day, and we are very proud of that fact.”
Being the Western Cape’s flavoured cooldrinks of choice and with 25 flavours, how did Jive get it so right to select nicknames that are as relevant today as they were 10 or 20 years ago?
“Nicknames, like cherished fragments of Cape culture, hold the power to weave connections between individuals, transcending time and celebrate the vibrancy of our shared heritage.” Igshaan Higgins, CEO and Curator of the Cape Heritage Museum, says. “Within these affectionate monikers lies a profound tapestry of stories that bind us together and remind us of the resilience and beauty that defines Cape heritage, culture and language.”
In November 2021, Jive made news headlines nationwide with its ground-breaking heritage campaign by stripping the colour, culture, and vibrancy of the famous Bo-Kaap district. Jive then repainted them into their vibrant colours with the help of community members. The message highlighted the importance of a shared heritage and culture that the Western Cape is known for globally, and intrinsically was a reminder of the importance that colour; and flavour; play in our lives.
“Jive, like an effervescent ambassador, has forged an extraordinary bond with the Cape community. Through its distinctive and colourful presence and refreshing spirit, it has become a timeless companion, quenching our thirst and fuelling moments of unity, joy and togetherness in the tapestry of Cape culture,” continues Higgins.
What we love about this campaign is that, once again, Jive calls upon the whole Western Cape to join their family; it is culture-inclusive – a factor that many giant global companies seem to overlook when rolling out their campaigns to the Western Cape consumer.
“We Mos All Family is not about bloodlines; it’s about community. Jive has always stood for that: community and one big family. I invite everyone in the Western Cape to join our family, find their favourite Jive flavour with their nickname or their favourite nickname, and just celebrate! So, let’s all Jive together,” concludes Parker.
For more information, please visit https://jive.co.za/ or call (086) 150 0111. Follow JiVE on Facebook https://www.facebook.com/jivecooldrinks/, on Instagram https://www.instagram.com/jivecooldrinks_/ and on Twitter https://twitter.com/JiveCooldrinks.