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APPLETISER PLEASURE (article first published : 2004-11-2)

During October, 12 of South Africa's best artists were unveiled in The Art of Pure Pleasure, an innovative exhibition launched by Appletiser.

Partially in celebration of its new look and partially for the simple love of art, The Art of Pure Pleasure will be shown in leading art galleries and major malls with a groundbreaking digital art exhibition.

Appletiser has introduced a classically styled new bottle to the South African market with a fresh look aimed at the modern, sophisticated woman that reflects the movement of global design trends. “To commemorate our new look and strategy Appletiser commissioned the country's best artists to produce works of art for the Appletiser 100% Pure Pleasure Art Collection confirming the new positioning statement,” says Andrea Shaw, Appletiser Marketing Manager for South Africa and the Asia Pacific Region.

The touring digital art concept was the brainchild of the multi-talented Andre Schwartz, well known South African personality, and harnesses the power of art in exploring Appletiser's central theme: Pure Pleasure. The works were filmed as animated small movies and will be shown on plasma screens at 16 shopping centres around South Africa. "With this exhibition Appletiser is presenting wonderful art in a new environment. The works of art really do come alive and it is a visual animated feast not to be missed," says Andre Schwartz.

“The entire exhibition is a Pure Pleasure experience,” continues Schwartz. “So people viewing the digital art in the malls will receive a free chilled Appletiser, which will introduce the public to the new look Appletiser bottle. Members of the public will also have the opportunity to scratch and win - whereby they stand in line to win one of two prizes immediately: A beautiful shopping bag with an artwork printed on it, or a jewel incrusted white gold butterfly, designed by Jenna Clifford.”

Although the digital art tour ties into Appletiser's launch of its new look, the commissioned art works are not literal interpretations of Appletiser products. “The brief to the artists was to depict women experiencing pure pleasure,” says Schwartz. ‘So the art focuses on the Appletiser brand ethos rather than the literal product. The results are truly impressive - both the original works and the animated digital display.”

The artists in the exhibition are Ryan Arenson, Hanneke Benade, Hardy Botha, Chris Diedericks, Diek Grobler, Braam Kruger, Solly Malope, Andre Naude, Michele Nigrini, Zondi Skosana, Zach Taljaard and Angus Taylor.

The works will come to the BAT Centre in Durban from December 15 to 28 and then on to the Bell-Roberts Gallery in Cape Town from January 8 to 15, 2005.

The digital display will move through the country's major shopping malls until February 2005. Durban venutes are Musgrave Centre (February 9 to 13) and Gateway Theatre of Shopping (February 16 to 20). More information from BUZ Publicity on 011 673 4995, 083 263 6991 or e-mail: bridget@buz.co.za




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