But Chicken Licken® adds that it has chosen to defy the dictionary’s conventions, as it does with so many others, through its new SoulSister campaign, saying, “There’s a SoulSister in all of us”. (Yes, even in you, SoulMister.)
The campaign launched with a film set to the soul-rocking Bomba Estéreo track So Yo and shows the SoulSister effect involuntarily taking over Mzansi.
It was created in partnership with Joe Public and directed by Slim of Darling Films. The duo says that the new campaign is the result of a deliberate move to reposition the sub-brand by making it much more inclusive.
This signifies a strategic departure from the previous positioning, which was much more female-target focused. The 2019 campaign features three ‘SoulSisters’ who show up to champion other women in tough situations and even to cheer on a young man having difficulty coming out of the closet with his dad.
Assaf Levy, executive creative director at Joe Public, says, “We needed to overcome the inherent bias implied in the name ‘SoulSister’. We couldn’t change the product name, so we chose to redefine what ‘SoulSister’ means intrinsically.”
“It took on the meaning of that inner self that we all have — the part of us longing to let loose, to move, to play and to be free of the constraints of the everyday, the version of ourselves that we don’t even know exists until we suddenly meet it,” adds Levy.
Xolisa Dyeshana, Joe Public’s chief creative Officer, says, “We chose dance as a vehicle to represent each person’s unique ‘SoulSister’ personality because it’s highly individualistic and self-expressive. The campaign gives men, women, children, everyone — regardless of who they are or where they’re from — permission to embrace that part of themselves.”
Dyeshana concludes, “It’s another example of how Chicken Licken® loves to break down stereotypes through light-hearted entertainment, using creativity to grow both brand and country beyond. [This is] by allowing them to see themselves differently and break out of the norms that society tries to impose on us.”
The campaign is set to unfold in the coming weeks on social media. According to Tlhogi Swaratlhe, Ovayo Ntlabati and Joey Gordon (the Joe Public creative team responsible for the SoulSister concept), there’s an extra surprise to come for Chicken Licken® fans on TikTok.
Chicken Licken campaign #UnleashYourSoulSister Chicken Licken Chicken Licken marketing SoulSister campaign Soul Sister South African ads SA food South African food