Revolutionising luxury with vegan-friendly liqueur
Problem
Amarula, renowned for its creamy liqueurs, identified an opportunity to cater to the growing vegan market with an innovative product: Amarula Vegan, an indulgent cream liqueur, without the dairy. The task?
Successfully introduce this new variant to consumers and establish its place in the Amarula family. This required a clear understanding of the brand’s audience and positioning to define a suitable approach.
Solution
Recognising the core appeal of the product – a luxurious experience without any compromises – a dual-channel campaign was conceived. The strapline, "Indulgence without compromise," became the campaign's rallying cry. Billboards in urban areas and strategic placements in transport hubs ensured high visibility.
The visuals showcased the bottle design with its unmistakable vegan insignia, while the bold strapline stood out, inviting consumers to try the product. Together, these campaigns not only announced Amarula Vegan's arrival but also positioned it as the go-to choice for those seeking a luxurious, vegan-friendly liqueur experience.
