As any fan of Savanna - SA’s favourite crisp, dry and premium cider - would tell you, it’s been harder to find Savivi on shelves recently. And there are compelling reasons why – a global supply chain crisis for one, compounded by shipping delays. On top of all that, the enormous love and support from South Africans resulted in a situation where the brand doubled in size in the last twelve months, creating significant pressure on supply. But from the brand’s perspective, the reasons didn’t really matter, because the people just wanted that crisp, dry taste they love.
we’re working hard not to let you go dry. But the reality was without a solution these were just words, and Savanna knew its consumers deserved more than that.The PeopleDuring the proceedings Savanna is brutally honest and owns up to the public product supply chain challenges and glass constraints that they had faced during 2021 admitting:But again these were just words and didn’t quite settle the problem or offer a solution.
The introduction of the limited edition can through the #SavannaTrial showcased Savanna’s commitment to its consumers, their ability to have a laugh and to find the perfect solution that worked for everyone. Because they would rather be canned than cancelled. This campaign was an excellent example of what can happen when a brand owns its troubles. From the first rumbles on social media hinting at consumers battling to find their favourite Savanna, the brand worked on short and longer-term approaches to own the situation and make up for it. Instead of letting speculation run its course, Savanna was the one communicating the truth to the media and their audience.
“Brands tend to lay low when controversy hits. Savanna, in this instance, did not avoid the confrontation; rather leaned into it. 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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