Duke Group


Peak campaign

South Africans are one-of-a-kind. And the nicknames we give each other are too. But often these nicknames live nowhere except conversations and inside jokes. 


We decided that it was time they get the spotlight they deserve. So, we put our inclusivity into practice and put the real names of real people onto our bottles – ’cos if we mos all family, then Oogies, Smiley, Stix, Bossa, Tolla, Goosie, and Koppe need to know that we’re not just another brand who sees only the John’s. We see them too.

key visual