Liqui-Fruit has launched its new 'Feel Fully Alive' campaign. The campaign will see two local emerging bands competing in order to produce songs that aim to encompass what it means to 'Feel Fully Alive'. Consumers will have the chance to vote for their favourite, with the winning song becoming the soundtrack to the Liqui-Fruit TV ad.
Singer Jameel Webster, who teamed up with producer Rowan Blem, and singer Phathiswa Magangane, who paired with guitarist James Cross, were selected by Liqui-Fruit to compose a song that will reflect the brand’s campaign.
To create the next summer hit song, the artists spent three weeks at Cape Town’s We Love Jam Studios under the guidance of industry professionals Hylton Mowday, Arnold Vermaak, and Jeremy de Tolly. The result was a selection of music inspired by the brand’s summer campaign.
"The Liqui-Fruit brand has always celebrated invigorating experiences that make one feel fully alive, which is why, for this campaign, we have selected music as the perfect channel to express that feeling. To bring this to life, we made use of our extensive talent network to source and review around 200 artists, then shortlisted around 60 potential musicians and had them come in for an idols-style casting session where we selected our finalists," says Lienkie van Eeden, Liqui-Fruit’s brand manager.
"We’re excited about this initiative. Our aim is to give emerging artists a platform to collaborate and work with music mavericks in order to create a refreshing new sound that will inspire our consumers to live life fully," adds van Eeden.
Magangane and Cross's song, titled Summer Dreams, aims to give the listener a nostalgic summer feeling. Webster and Blem composed a singalong tune, Ready to Go, that aims be a hit with festival goers.
Participants can be a part of the campaign by following Liqui-Fruit on social media and by voting for their favorite song, which will be used as the brand’s TV soundtrack.
For more information, visit www.liquifruit.co.za. Alternatively, connect with them on Facebook, Twitter or on Instagram by using the #FeelFullyAlive hashtag.