To celebrate the annual harvesting of the marula fruit, Amarula Cream has launched a multi-million rand Spring campaign from now until end of November in retail, wholesale and on-consumption channels, 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 the brand, as an affordable indulgence. It is presented as unique, special and as a genuine African original," says South African marketing manager, Christelle Bester. "Merchandising amplifies this by strongly featuring visuals of the fruit, the elephants that love marulas and Alek Wek, the renowned African-born supermodel, who is the face of the brand."
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 the production plant outside Phalaborwa. 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.
Introducing the new bottle
The current campaign is also being used to introduce the new 200ml bottle via wholesale and on-consumption channels. 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.
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.