Savanna Jean

it's not complicated, it's just Jean

Summary

Gin has become the latest badging drink for reinforcing social status in South Africa as well as remaining a popular spirit to switch to as a reflection of conscious drinking trends.

Savanna

Challenge

Gin has become the latest badging drink for reinforcing social status in South Africa as well as remaining a popular spirit to switch to as a reflection of conscious drinking trends. With the vision of becoming the most disruptive iconic brand as well as challenging category norms in an extremely cluttered alcoholic ready-to-drink market, launching a brand-new gin flavoured variant to take on the increasing innovation from competitors wasn’t going to be an easy task.

Idea

Our strategy was to Get South African gin drinkers To not be very serious and pop a new Savanna Jean By supercharging the comms platform through cultural and contextual relevance.

Impact

The campaign was a success, selling over half a million litres within the first three months despite the South African alcohol ban which came into play during the height of the pandemic. By the end of the year, we sold shy of two million litres.

Savanna Jean became the talk of the town with an average engagement rate of 7.04%. Our view rate was at a record high of 53% which equated to 346K completed views across the campaign duration.

With an amazing result, it is good for all of us to remember, it’s not that complicated, it’s just Jean!

Award won by this campaign: Loeries Bronze

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