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While Amarula Cream enjoys a strong worldwide identity as a premium cream liqueur, its U.S. efforts suffer from spotty distribution and mixed positioning. As a result, there is an opportunity to unify all efforts under one strategic platform that is differentiating, captivating, and youthful, yet rooted in the global brand essence.
 

To generate awareness and trial among our socially active target audience, we need to cut through the marketing clutter that bombards their daily life with a message that piques their interest through a combination of mystery and authenticity. It was important for the campaign to stay true to the South African heritage that embodies Amarula Cream, but it had to be positioned in a way that resonated with U.S. consumers.

Amarula Cream, a fruit cream liqueur, is born from the fruit of the unique South African marula tree. To show what a unique drink Amarula is, we tapped into the lore that surrounds the magical fruit. Using quirky stories of the marula tree that provide modern-day parallels, we present tales that make the drink mysteriously different.