We set out to leverage the platform of style /success to communicate the brand positioning – the suit symbolising success.Mini-events, held in on-consumption venues, immersed consumers in the JWBL lifestyle. Consumers were measured for a suit by a tailor, and taken through fabrics, cuts and finishes by designers. Each event saw one consumer win a custom made suit, totalling sixty winners. Simultaneously young designers competed in the creation of a men’s suit. At a premium event attended by the media, celebrities, SA’s fashion elite, and the sixty winning consumers, a top young designer was awarded a R40 000 bursary.

The campaign generated R1 200 000 worth of publicity, creating additional awareness and amplifying the link between JWBL and its key brand benefit.The objective was to touch 100 consumers per activation. Total reach was 10 900 (versus 9000 targetted). Consumer feedback was positive indicating a high level of satisfaction, awareness and comprehension of the brand positioning.Trade /customer feedback indicated some enjoyed the benefits of increased attendance, consumer excitement, and increased consumption on the night and thereafter. 95% of customers were impressed by the promotion. Sales increased up to 50% in certain outlets on nights where activations took place.