Oude Meester, and Brandy as a whole, needed a total repositioning. From a traditional tipple, to one relevant with a hip young market.
We started by finding a modern polymath who lived up to the man whose face is on every bottle, the old master himself: Benjamin Franklin. Introducing the new master: Jamie Foxx.
A 69% increase in sales later, we needed to bring the brand home. And who better to hand the reins over to a new, local master, than the man famous for playing Mandela himself. Idris Elba.
(For those less versed in the Xhosa language, at the end of the commercial, Idris tries to say "to the master", but fluffs it and is corrected by his young friend.)
