Amarula trialled at Afrika! Afrika!

08 February, 2008

First Drinks Brands is rolling out a sponsorship campaign to drive a trial of its cream liqueur Amarula.

The company hopes to target over 400,000 consumers by linking

up with Afrika! Afrika! - the circus extravaganza billed as the African Cirque du Soleil. As the official spirits partner of the show, Amarula will be available for consumers to sample at a dedicated bar.

Brand manager Mark Collins said: "Afrika! Afrika! is the hottest ticket in town and is a n exciting environment to convey the African heritage

of the brand .

"Sampling is a great mechanic for Amarula, creating a buzz around the brand and driving sales. "

Afrika! Afrika! features over 100 tribal dancers, singers, table jugglers and contortionists . It will be showing in the tented palaces next to the O2 Arena

in London, until April 19, before continuing its tour around the UK and Ireland.




Bookmark this


Site Search

COMMENT

Richard Hemming MW: beware inverse snobbery

Few things can bring communal pleasure so intimately as wine. Apart from a hot tub, perhaps. Sport can trigger mass jubilation, film gives us shared empathy, but wine has a nigh-unique ability to bestow conviviality among us through a shared bottle ľ which makes it especially galling that we spend so much time divided over it.

Click for more »
Upcoming events

Polls

Is blended Scotch overshadowed by single malt in retailers?

  • Yes
  • No
  • Don't know

Facebook

Twitter