SAVANNA DRY

BRIEF

Tribe were asked to introduce a successful South African brand with worldwide prominence to a UK market audience with low level of brand awareness.

Driving Savanna’s heritage, unique serve and affiliation with ‘dry’ humour were required pillars of all campaign communications.

EXPERIENCE

We developed a 5-month campaign that saw Savanna Dry sampled across multiple on-trade outlets in London, the development of a UK social media presence, and sponsorship, as well as sampling at 14 Holi One festivals, 1 London comedy festival and a full brand experience stand at 2 major festivals in the UK.

REACTION

Activated sponsorship and brand immersion stand at 17 festivals which helped us achieve over 47,000 (100% vs. target) sales units of Savanna Dry (can & bottle)

During all activity, we were able to gain category exclusivity and a reach of over 130,000.

By integrating social media into our campaign, we were able to see a 2000% increase in followers.