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Amarula launches on-pack Win-an-Elephant promotion

19 November
00:00 2007
Amarula, the UK’s fastest growing premium cream liqueur distributed by First Drinks Brands, has launched a major new on-pack promotion as part of an integrated campaign to drive awareness and trial of the brand in the run up to Christmas.

Available now, the two-tiered ‘Win-an-Elephant’ promotion will appear as an eye-catching neck collar on 700ml bottles of the iconic South African brand.

Each special ‘Win an Elephant’ Amarula promotional pack will direct consumers to a new website – www.winanelephant.com – where they will be able to find out if they have instantly won one of 5,000 limited edition calendars featuring beautiful elephant imagery and innovative Amarula serving suggestions.

Each entrant will also be entered into a free prize draw to win the opportunity to go on a once in a lifetime ‘Big 5’ safari to South Africa’s Kruger Park where the winner will be able to tag and track an elephant alongside professional conservationists.

Mark Collins, Brand Manager for Amarula at First Drinks Brands comments: “The bottle neck collar with its promotional imagery will create excellent stand out on shelf offering an instant wow factor amongst the brand’s key target audience. In addition, the activity has been designed to demonstrate Amarula’s strong association with elephant conservation in Africa, whilst encouraging trial of the brand itself.”

In addition to sampling and PR, the brand has also linked up with top jewellery designer Wendy Pickard to create a Christmas jewellery gift available exclusively through Chez Bec – a well known one-stop destination online shop for jewellery lovers. Designed in the shape of an elephant’s tusk to reflect the brand’s heritage, the limited edition sterling silver and rosewood piece is just £49 and proceeds go to Amarula Cream’s elephant conservation projects in South Africa.

Amarula premium cream liqueur (RRP £10.99) is made from the South African marula fruit and rich natural cream with a brand image built on its exotic African heritage.

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