Savanna Cider: The Savanna Trial, The People vs. Savanna

Savanna Cider, a brand known to have a strong connection with its audience through the use of humour, has tackled recent outcries from the nation struggling to find it on shelf head-on. The Savanna trial, The People vs. Savanna, is an excellent example of their ability to laugh at themselves to establish connection and engagement between themselves and their audience. A tactic frequently used by top comedians with significant effect to connect with their audiences.
Agency: Grey, South Africa

Facing some trials at the end of 2021 in supply and demand due to numerous global challenges compounded by shipping delays and healthy growth in terms of volume and value, the product was not as easy to find. It was hard to find the nations favourite premium, crisp and dry cider, but Savanna went out and said: "Siyavanna South Africa, Ska wara, we’re working hard not to let you go dry!" Apart from working hard to find practical solutions to get the product into stores, the brand knew that it had to offer a sincere apology to its consumers. But words aren’t enough. So they took action. The #SavannaTrial was conceived to hopefully find mutual ground between Savanna and The People and to introduce a can to market. In the proceedings, Savanna is brutally honest and would rather be CANned than CANcelled altogether. As exhibit A settles the tension in court – a sophisticated 300ml limited edition can of Savanna Dry – available immediately. This campaign is an excellent example of what can happen when a brand team and agency team work together as partners. From the first rumble in social media hinting at consumers battling to find their favourite Savanna, the team worked together on short term and longer-term approaches to own the situation and make up for it. Instead of letting speculation run its course, Savanna was the one communicating the truth (the whole truth and nothing but the truth) to the media and their audience.