Miss South Africa Natasha Joubert and singer, dancer and social media influencer Robot Boii have officially launched their energy drinks specifically created by them for MoFaya. The star-studded event took place at Rockets in Bryanston.
MoFaya was the first proudly black owned energy drink in South Africa when it was co-founded by DJ Sbu (Sibusiso Leope) and Siphiwe Likhuleni Shongwe back in 2013. The celebrated South African brand has since become a force in the South African marketplace and is the official energy drink sponsor to Miss South Africa 2023.
Joubert’s delicious blend is fittingly named Berry Queen, with Joubert and the Miss South Africa Organisation working closely with MoFaya to create the pink-coloured, berry-flavoured sparkling drink as well as the striking white, pink and gold can in which it comes.
“I am so excited for this incredible product to hit the shelves. It really allowed me to use my creative side and ignite my mind; the can is feminine and eye-catching and the flavour is delicious. The product is amazing and I can’t wait for South Africans to taste it”, said Joubert.
Robot Boii is responsible for the concept and taste profile of his creation Flavatron Roboto X3 which is a combination of three flavours – guava, apple and a surprise flavour – that comes in an eye-catching green can.
Explained Robot Boii: “Mofaya has been a part of my life since they started, and something as big as having my own flavour and can is something that – at the time – I hadn’t anticipated. I was just really in love with the brand and what it stood for.
“One of the big things is me being a robot and a robot needs energy, so instead of batteries, an energy drink would do. That’s when my first video with MoFaya happened; where I drink a MoFaya and start dancing robotics. Fast forward 10 years, MoFaya has grown, my brand has grown and I have now created my own offering! Being the 10th flavour with Berry Queen being the 11th, I think we’ve grown extensively. It’s been an amazing partnership and I’m grateful for where we are now.
During the Miss South Africa reality series Crown Chasers – which aired on SABC 3 earlier this year ahead of the pageant finale – Joubert was named the winner of the Down to Businessepisode where the Miss South Africa finalists were introduced to MoFaya energy drinks and asked to create their own innovative energy drink can and build a business plan or marketing strategy for their product.
To its millions of loyal consumers, MoFaya has come to colloquially mean “More Fire”, describing the deep-rooted internal burning desire, passion and motivation it inspires and which neatly aligns with its catchy slogan “Ignite your mind”.
Says MoFaya’s DJ Sbu: “We have always wanted our story to ignite passion and inspire those who have started to empower themselves and those who are thinking of starting a business. What better than our reigning queen – who is a champion of both education and entrepreneurship – to come on board and inspire others.”
MoFaya Berry Queen and Flavatron will be rolling out to stores around the country, with a percentage of the Berry Queen sales going towards Joubert’s own campaign to make education accessible to all South Africans.
Miss South Africa is presented by Weil Entertainment in association with Sun International. SABC3 is the official broadcast partner.