SPONSORED | GreyJHB Savanna faces the fallout from the global glass shortage head-on, with a hilarious new campaign. The premium cider would rather be “canned than cancelled.”
28 February 2022 - 12:40Savanna Cider, a brand known to have a strong connection with its audience through the use of humour, has tackled head-on the recent outcry from consumers struggling to find it on shelves.
This campaign is an excellent example of what can happen when a brand team and agency team work together as partners The People vs Savanna trial demonstrates Savanna's ability to laugh at themselves to establish connection and engagement between themselves and their audience, similar to the tactic frequently used to good effect by top comedians.
As Steph van Niekerk, creative director at Grey/WPP Liquid, explains: “Brands tend to lay low when controversy hits. Savanna, in this instance, did not avoid the confrontation, rather leaning into it. We owe it to our community. There is an authentic bond between the brand and the people, and it's a relationship based on listening, hearing and then, very importantly, finding solutions and taking action.
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