Activity will focus on the brand’s South African heritage and its credentials as the “largest New World cider” – all with a humorous twist, said head of European marketing, Anthony Mills.
“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,” he added.
Mills said the UK cider market was now worth £3bn and that provenance was driving further growth.
Buoyant
“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,” he said.
The PMA's second Cider Trends Summit takes place in Bristol on 17 June. For more details and tickets, click here.