This Women’s Day, Brutal Fruit Spritzer took the bold step of getting women to put down their phones and be in the moment with the introduction of “The Phones Down Glasses Up Picnic” – an event designed to bring everyone together in real-time, offline.
A phones down glasses up campaign, in the digital-era where content rules, is something one might see coming from Brutal Fruit Spritzer.
Head of the brand Ramona Kayembe explains that research has shown that women are increasing their screen time and social media, which is impacting their ability to connect and have face-to-face interaction.
“This idea was catapulted by the fact that we want to encourage people to have more face-to-face interactions. We are asking them to put the phone down, to be here, be in the moment and enjoy the moment in real-time with real people.”
The picnic experience is about bonding with your friends, and making meaningful connections, without the distraction of your phones because being present is the real proof of life.
“It’s fitting that it’s on Women’s Day because it’s an opportunity for us to engage with each other. Find joy, celebrate each other and be here without distraction and without thinking about creating and curating those perfect moments. It’s just about being here in your most authentic self.”
According to behavioural findings by the World Health Organization (WHO), societal expectations to always be digitally available, combined with the never-ending treadmill of care-giving responsibilities, results in burnout impacting 42% of women globally. This prevents them from fully experiencing the present moment.
“We know how important taking a break is, just releasing that mental load a bit. The Phones Down, Glasses Up Picnic is here to help you enjoy, celebrate and find joy in being free of the distraction and weight that having your cellphone in your hand can bring you.”
At the heart of the Phones Down, Glasses Up event was an interactive blanket experience, with 160 guests participating – including Lesedi Matsunayana Ferguson, Gaisang
Noge Nicole Woke, Pumla Dineo, Chanley Wong and Ipeleng Selepe.
MC, radio presenter and DJ Ayanda MVP guided guests through the event, ensuring the day was fun and engaging.
“It’s not every day that I go 30 minutes without checking my phone for notifications or scrolling endlessly on Instagram for hours. So, The Phones Down Glasses Up Picnic was daunting at first, but once my bestie and I sat down and started to enjoy the moment, thoughts of my device faded to the back of my head,” says Oluthando Keteyi, echoing the sentiments of the picnic attendees.
“The environment at the picnic was empowering and was a space for women to have fun and connect. The interactions as we worked on our friendship bracelets were reminders that we are all navigating some challenge, but the load always feels lighter when you can laugh about it with friends.”
A day without one’s phone can be daunting for some; however, Brutal Fruit Spritzer ensured there was no shortage of entertainment to keep attendees busy. From Giant Jenga to making friendship bracelets and even line dancing, every activity ensured each attendee was fully immersed in the moment, creating lifelong memories and making meaningful connections.
“Bringing these experiences to our consumers is fulfilling for us as a brand and it’s based on our values. It’s about reinforcing the sense of belonging, reminding and affirming to you that the connectedness and the joy you find in being with your best friend is food for the soul.
“It’s really about filling your cup and celebrating these moments with the people you love.”
- Not for sale to persons under the age of 18. Enjoy responsibly.
- Do not share this content with minors. Don’t drink alcohol if you’re pregnant.
