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Savanna

The iconic Savanna, South Africa's number one premium cider produced by Distell, is made using Granny Smith apples from the Western Cape. The ‘New World’ cider has a unique serve best enjoyed straight from the glass bottle with a slice of lemon popped in the top.

The cider brand appointed Inside Media to raise their profile and support brand communication within trade and consumer media. In the six years that we worked with the brand, it enjoyed great popularity enhanced by communication support which saw it raise its distribution to all major UK retailers.

In 2012 we developed and ran The Savanna Cider Watering Hole Tour – a UK-wide experiential campaign supported by a multi-channel communication plan.

The campaign dove-tailed the TV and radio advertising, both in timing and also in theme. The creative execution featured ‘Savanimals’, people who gathered at a local watering hole and displayed certain characteristics e.g. Zac the Zebra who sees life in black and white.

The tour was staffed by Savanna brand ambassadors, equipped with jet packs to recruit consumers for ‘brand-in-hand’ activity. To stimulate interaction further, we offered the retro VW campervan that was used for the tour, as a big budget prize to giveaway once the tour finished.

The brand ambassadors, the jet packs, the campervan itself and all other material featured a QR Code to take people to a dedicated mobisite for details of the brand, the tour and the competition.