Amarula Cream is tapping into consumers’ taste for adventure with a new contest.
The brand, a South African cream liqueur made with marula fruit, is inviting Canadians to share their idea of adventure for the chance to win $10,000 for their dream trip.
Recent Canadian research found that Amarula Cream is an “adventurous purchase,” said Rob Malloch, chief marketing officer at Peter Mielzynski Agencies (PMA Canada), which distributes the brand in Canada. “[People feel] this is not the same old product, it’s a little off the beaten path and they feel like they’re doing something different. So we want to develop campaigns that support that sense of adventure and discovery.”
The brand is driving people to the contest microsite, AmarulaAdventure.ca, through its social media channels, as well as TV and digital advertising. The winner will be randomly chosen and people who share a pre-populated tweet will get bonus entries (maximum one Twitter share per day).
Malloch said previous campaigns focused on promoting the brand’s South African origins and talking about the product attributes. “We’re now trying to tap into an emotional need, that need to be adventurous, which the product actually delivers on because it’s not the predictable choice,” he said.
The idea behind doing a contest was to engage consumers who may be aware of the brand, but aren’t totally loyal and haven’t interacted with it enough, said Malloch. “The contest is a great mechanism to [create] that interaction and help foster that closer connection to the product.”
Toronto-based Your Brand Integrated Marketing Communications developed the campaign.
