Summer push for South African brand

• Savanna’s marketing campaign kicked off with activity at the London Sevens rugby tournament.

THE firm behind South African cider brand Savanna has launched what it claims is the brand’s largest ever marketing campaign in the UK.

The activity kicked off last month with an experiential campaign at the London Sevens rugby tournament and will be followed by activity throughout the summer at a number of festivals – including 18 Holi One festivals around the UK – sports events and comedy shows, as well as national radio advertising.
Savanna is owned by South African drinks firm Distell and distributed in the UK by SHS Drinks.
Anthony Mills, head of European marketing for Savanna Cider, said awareness of the brand has “surged” recently, and the firm was keen to capitalise on this.
“In a crowded marketplace, it is brands which engage with people in an original and appealing way that generate interest and we have some very exciting plans that will ensure more consumers consider Savanna than ever before,” said Mills.
He added that the new summer activity for Savanna aims to promote the brand to tens of thousands of new customers across the UK.
“We know we have a successful approach and that is why we are increasing the resources dedicated to bringing more consumers closer to Savanna,” Mills added.