Love Jozi: ‘Luv is Love’
Posted on 29. Sep, 2009 by Cassandra in Branding
This is a bit old, but still brilliant! Designer T-shirt company, Love Jozi faked their own brand [China-style] in order to popularize themselves further and expand their cliental.
Joberg or China?
Knowing that not everyone can afford designer t-shirts and clothes, Love Jozi decided on a campaign that allowed their product to be purchased at lower prices that the masses could afford.
The calculated campaign gave off the impression that the Love Jozi brand had been ripped off by Luv Jozi, a cheap Chinese knock-off. In order to implement this, Luv Jozi shirts were sold at South African traffic lights, flea markets, street vendors, and China Town shops. A website which looked like it had been produced in China [despite actually being produced in Joburg] was also created.
After two years, and a lot of hype, their secret was finally revealed and the rest is history.
We Luv it!
YouTube Link
The Love Jozi Blog
Website: Luv Jozi
Cherryflava Projects
Live Talkshow
