The COVID-19 pandemic has fundamentally changed the world as we know it with people living, thinking and buying differently. One thing is for sure – the 2020 festive season will also be different – putting a more considered slant on giving.
Pernod Ricard South Africa will be ‘gifting different’ this festive season, investing in the local economy through the #SisonkeMzansi campaign. The campaign sees flagship brands Absolut vodka, Beefeater gin, Chivas Regal, Jameson Irish whiskey and Ballantine’s Scotch whisky amongst others, standing together with local artists, makers and manufacturers from local communities to conceptualise, design and create a range of truly South African ‘gifts that give’.
Five up and coming artists were commissioned to create bespoke pieces of artwork, inspired by their individual understanding of ‘gifting different’ to ‘give gifts that give’. Through their artwork, the artists tell the stories of their backgrounds, their beliefs, their struggles and their drive to fulfil their dreams. The artwork captures the artists’ own essence and that of the brands they have worked on.
50 women from a network of township-based sewing co-operatives have created high quality linen tote bags, distinctively printed with the bespoke artwork to create ‘gifts that give’. These will be gifted with every bottle of participating premium spirits purchased in selected liquor outlets. In working with these co-operatives through the Township Patterns NGO, Pernod Ricard South Africa has helped to sustain employment and support dependencies.
In addition to the tote bags, manufacturers and artisans from local businesses across the country have created a range of aluminium mugs, gift bags and wrapping paper as additional ‘gifts that give’.
There’s more…Pernod Ricard South Africa has partnered with Springbok stalwarts Siya Kolisi and Cheslin Kolbe. The duo will be encouraging South Africans to stand together to invest in the local economy by giving ‘gifts that give’.
Through the #SisonkeMzansi campaign, approximately 268 new jobs have been created, a further 220 manufacturing, artisanal, creative and service jobs sustained, benefitting 2,550 people in local communities and supporting the alcohol and hospitality sectors hard hit by the pandemic. You can show your support for the campaign by purchasing any of the mentioned brands at your nearest alcohol retailers.