Siwelile Thusi, the Chartered Accountant and advertising mogul who won the first Delush Diva Competition held last year in conjunction with YFM radio, now has her image printed on a limited collection of Delush’s popular Natural Sweet Rosé.
The personalised wine, which is on sale in Gauteng, is a part of Thusi’s prize as South Africa’s first Delush Diva which included a shopping spree from Foschini, an article and fashion-spread in True Love magazine and a year’s supply of Delush Wine. The inaugural Delush Diva competition attracted hundreds of entries from confident, energetic and stylish South Africa women representing the market-segment of one of South Africa’s fastest-growing wine brands.
According to Koos Visser, marketing manager for Orange River Cellars which produces the Delush range of Natural Sweet White, Red and Rosé wines, Thusi’s personalised wine brand reflects the new approach to wine marketing Delush has embarked on since launching last year.
“Representing a totally new consumer profile, we have undertaken a marketing campaign eschewing traditional models found in the wine industry,” says Visser. “This began by pin-point identifying of the Delush consumer, namely ambitious young black urban women with a sense of adventure and style, and then structuring the marketing campaign to not only appeal to the ladies, but to involve them. The highlight was the Delush Diva campaign to engage our customers in a conversation that they want to be a part of and in which they want to be heard.
“And by offering our Delush Diva winner, the wonderful Siwelile Thusi, the chance to have a wine honouring her achievement by capturing her profile on the three-litre container is a highlight of the campaign.”
The personalised wine collection was designed by Just Design, who were also responsible for the standard Delush range.
When presented with the first package of her personalised Delush wine, Thusi admits to finding it a surreal experience.
“My first reaction was of pure gratitude,” she says. “I was in Cape Town for Design Indaba at the time and was so grateful that Delush Wines made the effort to deliver the package to my hotel to give me a first look of the special edition. It made me feel so really special.
“When I opened the box it was just a gorgeous sight! The pink colour of the Delush Rosé box is actually gorgeous and the whole design so stylish and classy, from the picture selected and the stylised design on my face. I think the designer did a fantastic job.
“To know that my face will be on shelves across Gauteng is truly empowering and humbling and definitely captures the essence of why I entered the Delush Diva competition. I feel like a force to be reckoned with. I feel bold. I feel beautiful. But most of all, now I feel like a glass of Delush!”
Being in the advertising industry, Siwelile says the aspect of the prize she is looking forward to most is having a limited edition Delush wine with her image on the label. “Who in their lifetime has the opportunity to be on a bottle of wine?” she says. “It is such a cool idea from Delush and I just love the idea of being – literally - a part of the brand. I just can’t wait to see what the packaging with my profile looks like. And I wonder if they are going to make a special wine for the label!”
The Delush campaign for 2018 will be announced later in the year.