The Campaign That Was Never About Kelly Rowland

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Brutal Fruit - You Belong

Brutal Fruit’s positioning is ‘You Belong’. But the fact is many young Black South African women feel they don’t. In the latest brand campaign, we wanted to combat this imposter syndrome. But you can’t tell someone they belong. They have to see it for themselves. So, we did the expected, and partnered with a celebrity, Kelly Rowland, and recreated the typical ‘big name’ fashion commercial. It’s all about her. Initially, we intentionally hyped the work from a PR and media perspective, highlighting how talented and gorgeous Kelly Rowland is.

But the message of ‘You Belong’ over a celebrity proved to be too much for our audience, who responded just as we wanted them to. On social media, women asked where the SA women were in our commercial. Why had we used an American celebrity when our own women are incredible?

We managed the conversation, even asking women who they would rather have starred in the film. It led to thought-provoking questions, sparking an almost negative conversation about the work.

Teaser Film

Then at the height of the conversation, we bought a dedicated 3-minute ad break during the popular ‘House of Zwide’ on eTV. We started the broadcast with our first Kelly Rowland film, then surprised viewers with an exclusive message from Kelly Rowland: that this campaign was actually never about her.

It was about You all along.

Followed by revealing our second, actual brand film, featuring ordinary South African women of all skin tones, body shapes and forms of beauty.

By this stage, Kelly Rowland faded into the background as a featured extra, as the SA women stole the show. Because this campaign was never about her. It was about You, making You feel seen and putting You in the same spotlight as any celebrity.

Launch Film