The Gild has worked with Distell in Cape Town on the repositioning of many of their brands, from a variety of fine wines from across the Cape to Savannah cider and Amarula cream liqueur. Amarula is inextricably linked with Africa, with a wonderful backstory involving the marula fruit, the elephants who eat the fruit and the local tribespeople who collect it. Historically the brand has been positioned in a way that references to Africa have been stereotypical, a ’tourist’ version of Africa. Through the repositioning we moved the brand to celebrate the modern image of Africa as a progressive, culturally diverse continent not only of wild animals and beautiful landscapes, but also of art, dance, colour and culture – the intrinsic and extrinsic values in perfect harmony. Our positioning is brought to life with a new campaign, and soon to launch new pack, developed by a talented network of clients and agency partners, all working together off the same creative platform, just as it should be!
Check out the new TV ad here