Kulula Airline – one of four lowcost carriers operating in South Africa – has come on strong with these brightly painted schemes, humorous in-flight commentary, and Kit Kat rewards for passengers who wear green. The Zulu word kulula means it is light or it is easy/simple. They certainly captured my attention with the flying billboard and branding strategy I loved from several decades ago. My then-favorite woman of adverting and style guru Mary Wells declared it was the end of the plain plane with Alexander Calder paint schemes for Braniff Airways aircraft. She set the conservative aviation industry abuzz (and turned the airline around) with her Pucci-designed, flight-attendant uniforms and bar-raising campaign.

I have to hand it to Kulula; they made me smile and increased their marketshare along the way.