Amarula: The original taste of Africa

Amarula, the cream liqueur brand from South Africa recently launched its new campaign’Taste the African Original’, where the creative done and executed by Encyclomedia Networks Pvt Ltd interestingly blends the the fruit of the African marula tree, elephants and the brand’s message. According to Encylomedia Networks, the objective of this campaign was to increase the recall rate of Amarula in the minds of consumers in such a way that it brings to mind the brand immediately when one thinks of liquor. The brand wanted to flash their product and support it with the tagline that said’Taste the African Original’, while the mandate was to use the Elephant which the call as their’Hero’. The billboard creates high visual impact, where the giant Amarula bottle is lying flat with the liqueur pouring out and forming an image of the dry savannah where the elephants live, supported by a pair of elephants.

Elephants enjoy eating the fruit of the marula tree and because of this concept, marula tree’s association with the elephants and the distiller, have made them the symbol of the brand, which also supports elephant conservation efforts while co-funding the Amarula Elephant Research Programme at the University of Natal, Durban. For marketing efforts it produces elephant-themed collectible items.