Savanna Premium cider is a bit unlikely suspicious when it comes to promoting vaccination, that’s what the Savanna brand does. True to the brand’s humorous vision, the message lands well without sounding like a sermon, or being reactive or scary in any way. As Andy Rice says, it’s “subtle, refined and responsible.”
Bruce Whitfield called the campaign “Wonderful, Wonderful”. Steph van Niekerk, creative director at WPP Liquid/Gray explains that “Savanna doesn’t have the credibility to talk about the vaccine in medical terms, but we can totally talk about it in human terms. We wanted to show the day-to-day benefits of the vaccine and portray them as the side effects we can expect. As a brand, we wanted to do our part and if this video made anyone think differently about the vaccine, then it’s worth it,” says Steph van Niekerk.
The campaign, #OurBestShot, aims to communicate that if you take the vaccine and have increased immunity to Covid-19, so much becomes possible again. These are the positive side effects – cuddles, travel, socializing. “Our idea was to create content that celebrates them – what we like to call the real side effects of the vaccine. It is indeed #OurBestShot to get back to “normal” and do those things we all miss.
Maija-Liina Hansen-Chipps, Category Manager Savanna Premium Cider RTD, says “Covid-19 vaccines have been available in South Africa since early 2021, and while we support freedom of choice to take the vaccine, we also believe it is #OurBestShot to lead our nation through this pandemic and our best opportunity to help end this pandemic The World Health Organization supports safe and effective vaccines as a tool that a game changer. Vaccination is still not an exit ticket when it comes to wearing your mask, washing your hands, and practicing social distancing and all South Africans should still follow these rules.”
She further explains, “Savanna Premium Cider, as a brand, has a strong affinity with our South African consumers – #SiyavannaSA, and we are well placed to support government initiatives with positive messages of hope for the future. . We decided to do this by highlighting some of the real side effects around the vaccination program in true Savanna spirit. We hope this message will ring true in the minds of our great Savanna community and the country as a whole.”
Savanna promotes responsible consumption. Not for under 18s.
For more information, follow Savanna’s social media or visit www.savannacider.com
YouTube: Savanna Cider