What you need to know about the new direct marketing guidance note
Nadine Mather and Chloë Loubser
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APEX Awards 2016 - Savanna Premium Cider Redefining Normal
A Change Bronze APEX award went to FCB Cape Town for Savanna.
Launched in 1996, Savanna set out to be the category maverick. Everything about the brand was highly unusual. Its highly differentiated packaging and communication at the time propelled the brand to success.
But after many years of serving up memorable one-liners, Savanna's communication was becoming a little predictable. Its packaging too was in need of a bit of a make-over. It was time to mix things up.
Savanna together with FCB Africa embarked on an ambitious project to make Savanna the apple of everyone's eye again.
Savanna identified that the launch of its new packaging was the perfect opportunity to regain cider superstardom by once again positioning itself to stand apart as the brand that redefines normal.
This resulted in an un-normal campaign to launch its bold, new bottle. One that was new on the outside, but still just as dry on the inside.
Savanna's audience has a progressive mindset and a 'glass half full' view of the world. They embrace change - because life is for living and not to be taken too seriously. This gave the brand the opportunity to be a little irreverent about its pack redesign.
By recognising that Savanna's audience can see through the obvious (and oftentimes gimmicky) advertising of its competitors, the brand was successful in introducing a campaign that began to restore Savanna as the unconventional, non-conformist brand within the RTD category.
As a result, Savanna was able to significantly boost year-on-year sales and increase total brand equity.
