FCB Redline has been appointed to handle the Public Relations for Savanna, a premium priced pure cider available in two variants; Dry and Light. Dry and distinctive in taste and humour, juxtaposed in personality, the comprehension of Savanna demands a genuine sense of knowing.
The brand has been growing at a phenomenal 25% year-on-year and the core target market has already established a strong attraction to the brand. Savanna's core target market is discerning, upper-income, 25 to 40 year-olds of both sexes who appreciate the brand's dry taste and even dryer sense of humour.
Savanna has also spontaneously begun to attract 20 - 30 year-old urban black consumers, a development attributed to the premium nature of the brand that is synonymous with this particular market's aspiration for top quality products.
The new campaign this summer aims to raise awareness of Savanna in the minds of consumers with a fun, brand-relevant campaign that is out of the ordinary, making it top of mind amongst the target consumers and competitive set.
