This was confirmed by one of the world’s leading premium spirits and champagne company Pernod Ricard, who are behind the concept the #SisonkeMzansi campaign that was unveiled last night at a glittering ceremony in Woodmead.
Add to that 220 manufacturing, artisanal, creative and service jobs will be sustained, benefitting 2,550 people in local communities and supporting the alcohol and hospitality sectors hard hit by the pandemic.
The campaign sees flagship brands Absolut vodka, Beefeater gin, Chivas Regal, Jameson Irish whiskey and Ballantine’s Scotch whisky, commissioning each artist to design, conceptualise and create a range of truly South African ‘gifts that give’.
“We are re-routing festive season spend that has traditionally been spent on imported gifting packs to make a fundamental shift towards supporting local,” says Sherman Mouton, Off Trade Director, Pernod Ricard South Africa.
Through their artwork, the artists tell the stories of their backgrounds, their beliefs, their struggles and their drive to fulfil their dreams. The artwork captures the artists’ own essence and that of the brands they have worked on.
One such is an artist Charles Lusengo who is attached to Beefeater Gin brand.
50 women from a network of township-based sewing co-operatives have created high quality linen tote bags, distinctively printed with the bespoke artwork to create ‘gifts that give’. These will be gifted with every bottle of participating premium spirits purchased in selected liquor outlets.
In working with these co-operatives through the Township Patterns NGO, Pernod Ricard South Africa has helped to sustain employment and support dependencies.
Sibusiso Shangase- Marketing Director Pernod Ricard SA says the concept seeks to identify with artists who were severely affected by the pandemic.
The #SisonkeMzansi campaign also got a boost by aligning with 2019 SA Rugby World Cup winning team captain Siya Kolisi and teammate Cheslin Kolbe.
For me this concept is close to my heart because it talks job creation and investigating the talent that our young South Africans have in abundance and affording them the platform to showcase their skills, says Kolisi, who only recently stopped drinking alcohol.
“One significant part about this campaign is one lady who was unemployed but after being identified she is responsible for designing tote bags that will be available nationwide at selected liquor stores. Now that’s what we call ‘give gifts that give’, uttered Siya, accompanied by a representative from Roc Nation SA, his agency.
On the sporting front he said he’s still nursing injury but slowly making it back to gym.
“I’m working on my regaining my fitness level and hopefully by the time Sanzar campaign (international games) resumes next year, I should be in top form,” says Siya, who shyly quashed rumours of a possible move to an international team.
Image SLM (Boks captain Siya Kolisi, Sibusiso Shangase- Marketing Director at Pernod Ricard- in spectacles- and other senior representatives from Pernod Ricard SA at the launch last night).
