The cat is finally out of the bag! South Africa’s most popular Spritzer brand Brutal Fruit has officially announced its partnership with seasoned American songstress Kelly Rowland. The announcement follows a slew of FOMO-inducing social media posts from both Brutal Fruit and the “Motivation” hitmaker – hinting at their historic collaboration.
The partnership is for Brutal Fruit’s awe-inspiring “#YOUbelong” campaign, which launched in 2020. With a focus on embracing individualism, the campaign is an open invitation to all women to embrace their inherent power and intrinsic value. It also aims to empower women to recognise that they are worthy of the spaces in which they find themselves – anywhere and everywhere, anytime and every time, with anyone and everyone.
In conversation with social media influencers Nqobile Khwezi and Lisa Magwebu for the “#YOUbelong” campaign, Kelly Rowland expressed her appreciation for the bonafide nature of the campaign. “This is the most authentic campaign I have ever been part of in a very long time,” the Grammy-winning artist said. The singer-songwriter also added that she enjoyed engaging with South African women from different walks of life during the course of the initiative. Kelly Rowland’s phenomenal photoshoot for Brutal Fruit took place over four days and will go live on the 1st of June 2022.
Brutal Fruit’s partnership with Kelly Rowland is one of the brand’s many collaborations with various well-known public figures, such as Linda Mtoba and Mihlali Ndamase. And with the impact the Brutal Fruit-Kelly Rowland duo is set to make in Mzansi, it probably won’t be the last we see of such partnerships.