Amarula turns 25 in September and is spending R25 million to celebrate. The brand's national birthday campaign will run from October till December, backed by TV, radio and print advertising, as well as an extended digital presence. The drive also includes a host of retail, on-consumption and online promotions and competitions.
Underscoring its 25th year, Amarula has devised a R25 consumer cash back reward, working with all the major supermarket chains and independents. Consumers will get R25 per bottle back in cash, every time they buy two bottles of Amarula Cream - that's R50 back on the double bottle buy. The cash-back does not apply to single bottle purchases. Consumers can claim their money from their local ABSA ATM, using a digital code released on purchase of the pair of Amarula Cream bottles.
Patrons who buy the Amarula Cream special birthday drink at any of the 400 participating bars, clubs and restaurants nationwide, will stand in line to win a R25 000 cash prize. Looking back 25 years, independent retailers and wholesalers are offering additional retro-style prizes to customers, including fedora hats and ottomans fitted with speakers and an MP3 player.
"We are very proud of our heritage as an African Original and an authentic marula liqueur," says the brand's SA marketing manager, Christelle Bester. "What better way to celebrate than by giving back to South Africans who have helped build Amarula into the market leader."
Selected clubs around the country will also be holding birthday party celebrations.
Amarula Cream was launched in 1989 and today sells in over 100 countries. One of South Africa's most successful exports, it's the only local product to make it on to the list of the *world's top 100 premium spirits brands. It's also been voted one of the world's hottest bar brands by bar owners and mixologists, and is a favourite amongst duty-free travellers across the globe. This year alone, it has been awarded gold at the San Francisco World Spirits Competition and in Europe at Concours Mondial in Brussels. It also recently won gold at the International Wine & Spirit Competition (IWSC) in London.
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