2018 has lifted off the ground and South Africa has been nothing short of uneventful. The economy continues to have a very real impact on day to day living as many wake up early to earn an income, travel far, sit in traffic and end each day fatigued only to have to do it again the next day. Classic has had a recipe revamp, and with its launch is planning to inspire South Africans to experience mornings a new way. Their campaign, Kickstart Your Morning Rhythm, officially launched at an exclusive Nescafé Kickstart food market in Maboneng during February and Joburg’s trendiest celebs attended for their dose of mid-morning inspiration.
Sunday markets have become a staple in South Africa and for good reason; we have great weather and what better way to ease back into a new week? Classic chose the equally classic Cosmopolitan in Maboneng to give South Africans a taste of the newly improved recipe. Local celebs including a loved up Dineo Moeketsi and Solo, TV actresses Mbali Nkosi and Tess Twala as well as Tshepi Vundla, Tol A$$ Mo and wife Mome enjoyed a decadent, plated three course brunch curated by chef Hardy McQueen. Coffee cocktails made with the new Classic recipe, which is now double filtered for fuller flavour were a perfect complement to the menu. ‘The coffee cocktails were a huge hit, especially the CoffeeColada which is a Nescafe Classic infused version of the popular Piña Colada. Each cocktail goes well with the ingredients and overall flavours on the menu which range from Cape Malay inspired to seasonal vegetables like our honey roasted pumpkin,’ says McQueen.
Along with an excellent menu, fine weather and a full house of guests in good spirits, the entertainment ensured the mood stayed uplifted. Nescafé partnered with local choreographers to create an energetic group of ambassadors called The Kickstarters who, through dance, will be motivating South Africans to kickstart their mornings with high energy. A choreographed performance by The Kickstarters got the entertainment rolling, followed by emerging rapper Stat P and the sultry voiced Melo B Jones who is also one to look out for in 2018. Energy levels reached a peak when SA’s beloved HHP took over the mic giving guests a taste of favourite tracks from Harambe to Bosso as well as new music which he plans to release in a highly anticipated new album this year. His set was so inspirational that music star on the rise Langa Mavuso got on stage and gave an impromptu dedication to HHP, singing a goosebump worthy version of the 2010 hit song Jabba. ‘I’m so happy to be back, at first it was surprising to me that I’m being labelled a G.O.A.T [Greatest Of All Time] and it took me a while to think about what that means but I hope this time next year I will have a Grammy award to really add meaning to the title,’ said an emotional HHP.
‘It’s moments like these where people feel inspired and energised that capture what Kickstart your Morning Rhythm is about,’ says Rudo Tsagae, category marketing manager at Nestlé. ‘Our new double filter, removes the harsh and bitter notes which enhances the coffee flavour and aroma. This will give South Africans a full flavoured start to their day, inspiring them to find their morning rhythm and self-motivation throughout the day,’ she concludes.