Brief:
Savanna Cider is South Africa’s #1 cider and is loved for its unapologetic use of humour. We had to promote its Alc-Free 0.0 variant for Dry January while staying true to its iconic irreverent, fun tone.
Insight:
An entire month of total abstinence can seem daunting, and with 80% of Dry January attempts failing, many people don’t even bother giving it a shot. We figured more people will be sober-curious if it wasn’t so sober-serious. By taking some of the pressure off, we could make the sober-curious movement more inclusive.
Solution:
Instead of asking people to do a perfect Dry January, we invited them to be human with #TryJanuary. The campaign leaned into the fallibility of human nature, putting progress over perfection with relatable content making the point that none of us are perfect, 100% of the time.
Our limited edition 6-pack which consisted of half Savanna 0.0 Alc-Free and half regular Savanna Dry. The unique split-pack design leveraged design as a storytelling tool and made the idea of balance and moderation tangible.
This thinking was then extended to digital with SAVA, our custom walking web app. The catch, you could redeem your steps for ice-cold Savannas – Alc-Free or Regular Dry, it didn’t matter as long as you walked.
By giving people permission to not be perfect, we reduced the social anxiety around sober- curious and wellness trends and made it accessible to people who had never engaged with it before.
As a result, more people experimented with alcohol-free options and conversations around moderation increased.
Results:
21% Alc-free increase in sales.
418,000 km walked
20.6 million calories burned.
21% Alc-free increase in sales.
R4.5 million in Earned Media
56% Increase in brand share of Voice
3.5 billion impressions
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