The Brief.

Savanna approached us to take their ‘Unapologetic Cider’ creative direction and make it work as radio and audio streaming ads across the UK.

The Insight.

In a crowded market full of ‘flavoured gateway ciders’, Savanna Dry was a very dry, cider lover’s cider. Embracing their ‘unapologetically’ dry product (and equally dry South African sense of humour) positioned them as a brand comfortable in their own skin, and related directly with their target market. ‘Real’ cider drinkers.

The Work.

We sourced an authentic South African voice actor and wrote situational treatments to land the message with confidence, clarity and humour. These became a small suite of ads that ran in rotation across UK radio and Global’s DAX platform.