Amarula Harvest Campaign
Market leader, Amarula Cream, is set to launch a multi-million rand, through-the-line national spring campaign. Focusing on the provenance of the brand, it centres on the annual harvesting of the marula fruit.
The fruit is indigenous to sub-Saharan Africa and grows in the wild. Across 25 communities around Phalaborwa, women gather the fruit when it ripens and falls to the ground. It is taken to collection points and then delivered to Amarula's production plant outsidePhalaborwa. Here it is quality checked and crushed to create the fruit pulp that is vinified, distilled and then aged for two years in wood before cream is added.
The harvesting-themed campaign runs from October to the end of November in retail, wholesale as well as on-consumption channels and is also backed by radio and digital advertising.
The in-store element which is being extensively merchandised amongst all participating retailers, offers consumers the chance to win one of 10 luxury harvesting experiences for two in Limpopo valued at R60 000 per couple. In addition, consumers also stand the chance to win give-aways tailored to specific chains. These premium items range from luxury leather bags to drinks accessories for as long as stocks last.
"The campaign is part of our core strategy to firmly entrench Amarula, the luxury cream drink made with real marula fruit, as an affordable indulgence. The brand is presented as unique, special and as a genuine African Original," according to South African marketing manager, Christelle Bester. "Merchandising amplifies this by strongly featuring visuals of the fruit, the elephants that love marulas, as well as Alek Wek, the renowned African-born supermodel who is the face of the brand."
Earlier this year, Amarula was identified as one of the most popular and talked about bar brands in a global survey run by Drinks International. It also appears on the list of the Millionaire's Club, as one of the world's leading liqueur brands.
Sold in over 100 countries worldwide, it has enjoyed uninterrupted volume growth in South Africa since its launch in 1989. "A large part of the brand's success has been the result of compelling promotional and activation initiatives developed to support the trade and engage consumers in fresh and original ways," said Bester.
The current campaign is also being used to introduce the new 200ml bottle via wholesale and on-consumption channels, she said. This pack-size has been developed as the ideal option for two single serves. Patrons of participating bars and restaurants, where the 200ml is on offer, will also be eligible for the luxury harvesting prizes, as well as a range of drinks-related prizes, luxury leather handbags and fedora-style straw hats.
The brand is also running a digital campaign which gives consumers the opportunity to enter for the luxury harvesting prize.
Amarula Harvesting experience winners and their partners will fly to the Limpopo province to harvest the fruit from January 18 to 20, 2014, in an area close to the Amarula production plant and the adjacent Amarula Lapa. They will be pampered with top-end luxury safari lodge accommodation at Kapama Private Game Reserve, fine dining, game rides and exclusive elephant encounters.
Bester said that while the Amarula Lapa is open to visitors throughout the year and offers a range of interesting and exciting activities, the best time to visit is undoubtedly, during the harvesting season.
Visit www.amarulalapa.com for more details.