/ MARKETING CASE STUDY /

BRUTAL
FRUIT

Turning a Newcomer
into a Cultural Icon

Brutal Fruit wasn’t just another drink—it was a statement, with a twinkle in its eye! When we launched the brand in South Africa, the market was dominated by beer and spirits. But we saw an opportunity: young, stylish women who wanted something bold yet feminine.

To capture their attention, we built a brand story that wasn’t just about a beverage, but a lifestyle. We dug deep into customer insights, understanding what they loved, how they socialized, and what truly resonated with them.

Then came the through-the-line launch—and we made it unforgettable. Next we partnered with Cosmopolitan’s Lingerie Edition, tapped into fashion-forward ambassadors, and rolled out a campaign that felt fearless, fresh, and aspirational. We introduced limited-edition flavours, limited-edition packaging formats, and a bulk pack to expand reach.

RESULTS

  • CEO’s Mercatus Award for Marketing Excellence
  • Loerie Print Award for sponsorship execution
  • Brutal Fruit became a cultural icon
"Julia’s positivity and enthusiasm are truly infectious. She brings an energy to every interaction which makes working with her an absolute joy. Her ability to inspire those around her is unmatched, and it’s clear that her passion translates into everything she does. She is someone who doesn’t just do the work—she elevates the people and projects around her."
Peter McLoughlinMarketing Director, SAB
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