RAPT Creative, a young and innovative strategic and executional through-the-line agency, has been charged with creating digital campaigns for the world’s best-selling cider; arguably Namibia’s favourite export; and a mischievous new local brand.
They are Strongbow Cider, Windhoek Beer and Fox Dry Cider respectively.
All three brands are part of the HEINEKEN South Africa portfolio, for which the hotshop already handles Windhoek Lager below-the-line, Miller Genuine Draught through-the-line, Sol through-the-line, Strongbow below-the-line and Fox Dry Cider below-the-line.
The beer work was awarded to RAPT on the back of the successful campaigns it had already developed and launched for HEINEKEN South Africa, while RAPT was awarded the digital communications for Strongbow Cider and Fox Dry Cider digital work.
“RAPT has proven themselves a valuable member of our team, who hold themselves accountable and with a sense of pride in working on our brands and driving them to new levels,” said HEINEKEN South Africa Marketing Manager: Cider, Lance Dodgen.
“Over the past year we have worked closely with the RAPT team to develop and conceptualise below-the-line campaigns on the new Fox Dry Cider brand. Because of the on-going growth of our partnership and the level of creativity emanating from the agency, I’m proud to now work with the RAPT team across both Strongbow and Fox brands for below-the-line and digital.”
According to RAPT Managing Director, Garreth van Vuuren, working on Strongbow Cider, the biggest cider brand globally, is a feather in the agency’s cap. He and his team are keen to grow its presence in the South African market.
And, they’re looking forward to launching the Fox Dry Cider digital communication within a few weeks. “As a new brand, Fox has no digital presence at all. We’re excited to take it into the social and digital space in a way we think will turn heads and disrupt the current landscape,” he said.