Savanna Neat
Heineken Beverages
TBWA\Hunt Lascaris
The Challenge
Savanna Cider, South Africa’s leading cider brand, had long dominated the market but was facing stagnation as the cider category matured. At the same time, whisky remained a premium choice for many South African consumers, presenting a challenge for new products in the category. Savanna needed to innovate to revive growth—engaging its loyal cider drinkers while appealing to whisky enthusiasts.
The timing was crucial. South Africans are known for their openness to bold ideas, making the country an ideal market for disruption.
The Solution
The solution was Savanna Neat—a whisky-flavored cider designed to appeal to both loyal cider drinkers and whisky enthusiasts. The creative challenge lay in blending the bold flavors of whisky with Savanna’s signature cider, all while maintaining the brand’s playful tone.
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The Results
PR played a central role in the campaign’s success. The product announcement was seeded through an unofficial leak to spark curiosity, followed by strategic influencer partnerships and earned media coverage. The campaign tapped into South Africa’s cultural curiosity and openness to new ideas, with high-profile events like the Delicious Festival amplifying its reach.
It increased visibility and market penetration across both the cider and whisky categories. Savanna Neat was successfully positioned as a category-defining hybrid, capturing cultural attention and driving long-term brand relevance
