Martin Homent
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Savanna Dry

Cider had really had it's day in the sunshine (well, the most a UK climate can muster) and Savanna Dry needed a way to re-invigorate the category and stand apart from the often serious, outdoorsy approach used by every other cider.

Idea—

Idea—

South Africa and the UK doesn't share the same weather. It does, however, share the same dry sense of humour. So we used this connection to position Savanna Cider as the drink you enjoy when having a laugh with your mates. 'It's dry, but you can drink it.'

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Social—

Social—

The comedy style of the campaign was perfect for social media. Rather than the usual social campaigns (#tfifriday) we filled every day with one-liners. Sometimes even asking for the audience to deliver the punchline.

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Sponsorship—

Sponsorship—

Savanna Dry was the official sponsor of the popular comedy festival at Balham. Not only did we take over the festival with plenty of gags and cider, but also had our very own Savanna Dry comedy set with the legendary dry comedian, Tony Cowards.

Laughter Lounge—

Laughter Lounge—

You won't find anyone being too cool or pretentious like those 'over ice' ciders. Instead, we created a Laughter Lounge experience at festivals where you could relax and have a laugh with plenty of one-liners to share—complete with lemon trees to show off Savanna's unique serve.

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The Comedy Booth—

The Comedy Booth—

As part of our Laughter Lounge experience, we also created a Comedy Booth—the world's smallest comedy gig. When you pop inside, you get jokes delivered by comedian Tony Cowards—making you laugh before taking your photo to share with friends.