"We’re constantly looking for innovative ways to corrupt the apple and bring to life products and ideas consumers will love," says Annette Grootboom, global brand development manager for Savanna. "The great thing about Savanna Non-Alcoholic Lemon is that it tastes like cider, which allows people to make a lot more choices — and break a lot more rules." 

According to Savanna, the campaign’s focus is to get as many people as possible to experience life with no rules through a series of brand experiences, activities, partnerships and sponsorships — and to get as many bottles of Savanna Non-Alcoholic Lemon in people’s hands.

"We’re talking to a generation of South Africans who are tired of being told they can’t socialise on weeknights. Who want to dictate their own fun. Who want to find adventures in average situations. Who want to bend the rules and shape their own world," says Grootboom.

For more information, visit www.savannacider.com. You can also follow Savanna Cider on Facebook, Twitter or on Instagram. Join the conversation by using the #RulesDontApply, #UnapologeticCider, or #savannanonalcoholic hashtags.