Amarula needed to drive sales and consumption in pubs and various liquor stores.
With the brand already thriving in the caucasian market, [mainly women] the focus needed to shift to the black up & coming, fashion conscious woman.
In addition Amarula was to retain its African roots, while having visual cues
that contemporary black women could aspire to.
The solution was to drive sales with limited edition Loxion Kulcha numbered bracelets on every pack.
The serial number on the bracelet would equal an entry into the final draw
for clothing and jewellery from the well-known fashion designer.
Tent cards served as cocktail menus in pubs and restaurants while coasters and instant win
scratch cards provided instant gratification and information to consumers.
Trade Presenters gave sell-through to the trade.