After nine years as the face of cider brand, Hunter’s, actor and TV personality Thapelo Mokoena will hand over the role to a new torchbearer ahead of this year’s multichannel campaign.
But the brand’s creative team has decided to spread the net far and wide to find their new face and is launching an ‘Idols’ format competition to be judged by its current brand ambassador, Mokoena.
“Hunter’s does things differently to all other brands. We are selling nothing but real, natural cider. And with real, natural cider comes real, authentic communication. This means brand owner, Distell, needs real, genuine people to be the face of the brand,” says Global Marketing Manager, Maijaliina Hansen.
“And what better way of finding a real face for the campaign than by opening up the search to all the talented real people in South Africa?” she quipped.
Entries into the competition are being driven by a digital submission and promoted via a digital and radio campaign, #BeTheChina, created by Mokoena and the brand’s agencies, Quirk and BBDO. It urges young males to post a short video highlighting why they should get the job on all social media channels, and tagging @HuntersCider along with #BeTheChina.
The call for entries ends on April 22. Finalists will star in their own screen test and will be interviewed by an expert panel of the brand’s creative team, TV director and marketers and entertainers led by Mokoena in an ‘Idols’ format competition. The campaign featuring the new face of Hunter’s will launch in July 2016.
As one of his final responsibilities as the main Hunter’s china , Mokoena will act as a mentor to guide the finalists on what it takes to represent the authentic and relaxed Hunter’s brand values.
“Quite simply, this is the most refreshing job on earth,” explained Mokoena. “Hunter’s will need the successful china for TV ads, radio ads, print ads, parties, events and travel. He’ll work with some of SA’s hottest creative talent and receive a very refreshing pay cheque.
“Young guys over the age of 25, 100% real and a natural on camera and ready to take on a world of refreshment, who have the look, the acting skills and the charm to be the #1 china, should grab the opportunity to audition with both hands.
“Being the face of one of the world’s leading cider brands is a real ride. Trust me; they’ve got nothing to lose by applying for the job,” he said.
