ABOUT

Your fave sneakers. That cap you took everywhere. The shirt you wish you still had. Youth is filled with prize possessions, none of them as great as the ultimate gift: being young the way only you can. With SODA BLOC relaunching its brand essence to an extended age offering of 2-14 years we wanted to tap into a brand message relevant to those who had only been walking for a year as well as those beginning to stride into the heart of their teen days. The challenge was how do we find a dynamic way to get this message across sincerely, authentically and relevantly across that spectrum? Our answer: BE YOUTH.

Our Be Youth campaign was a new phrasing of our brand message that focused on celebrating individuality and the freedom of acting your age (when your age is awesome). We kicked things off at the start of Winter with a string of our signature Bloc Party events across major SODA Bloc outlets in Cape Town, Johannesburg and Durban.

To celebrate SODA Bloc's online shopping ‘blowing up’ launch, we did a Facebook live stream where comments got our models to inflate a giant 6ft balloon crammed with confetti.
It ended with 7K comments in just 36 minutes and a whole lot of glitter that we found everywhere for the next few days... Yay!

Be Youth has gone on to be a strong part of SODA Bloc’s identity entering our social media lingo and remaining a dynamic slogan that keeps up with all the adventures we continue to have with the SODA Bloc and Foschini Group teams.
Above the line, below the line, balancing on the line or swinging from it:
Be Youth is now an integral part of SODA Bloc.