Savanna Cider Announces Record Marketing Investment
24 Apr 2014 --- Savanna, the premium South African cider brand, has announced a record investment in marketing support for 2014.
As the cider category readies for one of the most competitive periods ever, Savanna’s investment will deliver an integrated campaign of above and below the line marketing initiatives, including national radio advertising, an experiential campaign and an extensive presence at festivals, events and comedy shows.
Anthony Mills, head of European marketing for Savanna Cider, says: “Awareness of the brand has surged, and we are reinforcing this by increasing the resources dedicated to introducing more consumers to Savanna.
“We’re building a major plan of activity that will support increased distribution and rate of sale in every channel.
“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.”
Cider continues to set the pace by outperforming other drinks categories. On-trade analysts recently reported that UK cider sales are now worth £3 billion, having increased by 6.2% during the last year compared to a -2.92% decline from the beer category.
Mills said: “The cider category is buoyant and this looks set to continue. Part of the reason why cider is proving popular is the interest in its heritage; where it comes from and how it is made.
“Consumers are increasingly interested in cider from around the world. This offers an advantage to Savanna as the original New World Cider and one of the largest cider brands in the World.
“With provenance driving greater interest in cider, we believe our inventive campaign will resonate with consumers as it introduces the brand’s South African values and dry humour as well as communicating our credentials as the largest New World cider.
“This is an exciting time for Savanna with the biggest marketing investment to date.”
The campaign kicks off next month, with advertising to coincide with the Marriott London Sevens series in May.
