This year the BCom Marketing Management honours students were provided with the opportunity of working on a client challenge with One Co. The brief was to develop an experiential in-store/awareness campaign to help increase store traffic, that will ultimately lead to an increase in sales for both One Co.’s Cape Town and Parkhurst stores.

One Co. (previously known as One-Juice) is a movement built on the philosophy that there is only one you and that you have one life. Their aim is to help you make the best of it by enabling you to live a healthier life so that you can do more, live more, and love more. One Co. was the first cold-pressed juice company to enter the mainstream market in SA in 2017, and the company is driven by the belief that everyone can, and should, have access to nutrition-dense, plant-based products to unlock the best, happiest, healthiest version of themselves. 

BCom Marketing honours class of 2022 with One Co.’s Marketing and Online Sales Manager: Sicelo Champion (center)

Students presented their campaign ideas in-person to the Marketing and Online Sales Manager for One Co. as well as the module lecturer on Wednesday, 19 October 2022. The ideas ranged from in-store tasting events, road races organised in the surrounding areas of the stores, in-store recycling initiatives and loyalty programmes, to some exciting changes to the storefront. All teams were commended by the client for their hard work and creative input, but it was only the members of the top three teams that were awarded with One Co. vouchers. The winning team, Pro-Juicers, who received a R450 discount voucher, recommended a practical and implementable in-store recycling initiative.

In second place, members of Pink Squeeze received a R250 discount voucher for their idea of One Run and an in-store spin-and-win initiative, while in third place, the Girl Co. received a R150 discount voucher for their inventive recommendation of an online community – One Co.mmunity – in which members could benefit from exclusive in-store activations, events and promotions.

The students enjoyed working with One Co. It is a brand that many could relate to as they become more conscious of the importance of a healthy lifestyle and clean diet. Despite the excitement, the brief proved challenging and very different from developing a digital or traditional campaign, which the students have become used to. Nonetheless, the students delivered exceptional work and walked away with a richer and deeper understanding of experiential campaigns and activations, which are effective marketing elements often underestimated in the rise of digital marketing communications.