New soft drink ‘Yes!’ launched at Pick n Pay Western Cape stores

New soft drink ‘Yes!’ launched at Pick n Pay Western Cape stores

FMCG SUPPLIER NEWS

Pick n Pay - Jan 10th, 09:33

A new soft drink - now at PnP stores in the Western Cape - talks directly to the SA youth market 

Yes! is an interactive drinks brand that promotes talent and opportunity. Originally the brainchild of Francois and Jean van Louw, and owned by the Intshona Investment Company, Yes! encourages interactivity among South Africa’s youth.

“The product is initially launching in the Western Cape and will make its way to the rest of South Africa in early 2012,” notes Francois van Louw. “The brand carries and delivers a positive message to youth, while supporting entrepreneurship and social development.”

The Yes! brand and concept is indeed a unique vision and business model, and the focus on youth involvement and upliftment makes it a beacon of positivity for the target market. The drink becomes a means to reach the market and further engage them into other areas of interest, including music, fashion and media.

On launch, each bottle hosts a unique code, allowing free music downloads. The brand experience is therefore taken a step further than just the bottle. A unique partnership with Universal Music entitles Yes! consumers to select any Universal Music artist’s song from a specially created Yes! Music website.

January 2012 will see the launch of the Yes! Hit Squad. Ten young and trendy South Africans will hit the road to create a buzz around the Yes! brand in the Western Cape. Key target areas will include beaches, night clubs, lifestyle venues, universities and shopping malls, with the squad activating pre-planned activities at each location.

The brand will have a strong presence on the relevant social-media platforms, and will play host to various concerts and artist performances. Consumers will be encouraged to interact with the brand by uploading their positive Yes! statements onto Facebook and Twitter.