Draftfcb Cape Town unites two African originals

Conceptualised by the agency’s creative director Doug Larter, art director Annie Ibbotson and copywriter Liora Friedland, the spot draws attention to Amarula’s distinctiveness and reminds consumers of its uniqueness, sub-Saharan roots and luxuriousness.

An internationally distributed brand, Amarula ranks as one of the fastest-growing spirits products worldwide. Spirits Business rates it as a Brand Champion, an honour reserved for those brands achieving double-digit growth in 2011 compared with 2010. It is also a member of the prestigious Millionaire’s Club for selling in excess of a million 9-litre cases a year.

The new TVC by Draftfcb Cape Town clearly positions Amarula as an African original, and can be viewed here.

"What makes Amarula unique is the fact that it is the first of its kind and also the best established and most widely internationally recognised. Given these factors, the natural positioning for the brand is as ‘The African Original’,” explained Larter.

“There are parallels between its story and that of Alek in that she, too, was born in Africa but is today an international icon. Despite her amazing success on the world’s catwalks and behind its speaker podiums, her roots are still in Africa.

“This majestic African is also an artist, published writer and well-known spokesperson for the humanitarian cause in Sudan. She’s an African original, and aligning Amarula with her legendary beauty, spontaneity and uniqueness serves to highlight Amarula’s claim to that status.”

This is the first time brand owner Distell has engaged an international celebrity for Amarula.

Global marketing spokesperson Siobhan Thompson said: "We chose Alek Wek for her ability, like Amarula, to encapsulate what it means to be an African original. She is a natural, charismatic beauty with a unique and compelling presence. She embodies the grace and poise of Africa with an ability to succeed wherever she goes."

The television commercial is supported by print, radio, outdoor and a national promotion which runs from October until December. There is also a digital and social media component. The campaign is being adapted for Amarula’s major markets worldwide.