13 May 2015 Bold new-look Savanna – new on the outside, still dry on the inside

With its charismatic appeal and left-of-centre attitude, Savanna Premium Cider continues to lead the pack in the dry cider category.

Some ten years on since its launch in 1996, it’s out with the old bottle (see below), while the new Savanna bottle (above) now “stands bold, confident and easy on the eye, yet remains refreshingly simple with five fundamental changes”, says a company press release:

• A new bold crown design
• A longer and slimmer neck, “for the ultimate drinking experience”
• A bottle with stronger, more “manly shoulders”
• A slick new label that “has had a few touch-ups too leaving it more refined with a cleaner feel to add the finishing touch to Savanna’s fresh new look”. The new label also conveys stronger differentiation by allowing the variant name to stand out more clearly.
• Debossing on the side of the new Savanna bottle lends more personality and adds more “grippability”.

This complete makeover affects all three variants in the range: Dry, Light and Dark and has been carried through to the six-pack shrinkswith a RSP of R66.95 and trays with an RSP of R239.95.

In support of the new pack upgrade which will be staggered across all variants over the next few months, Savanna has created a variety of innovative on and off-trade merchandise to take consumers through the “before” and “after” journey and reinforce the intrinsic message: “New on the outside, still dry on the inside.”

For optimal consumer awareness and engagement, Savanna has launched an extensive through-the-line campaign comprising a teaser phase and a launch phase across TV, radio, outdoor, print, online and mobile platforms.

A brand new mobile-first global website, www.savannacider.com, enables consumers to be part of the new pack reveal one change at a time.

Consumers will also be able to catch all the action on Savanna’s popular social feeds, facebook.com/savannacider, Twitter @SavannaCider, Instagram.com/savannacider and YouTube.