Grey South Africa/WPP Liquid teams up with director Peter Pohorsky on new spot
Savanna, South Africa’s favourite cider, has ‘Spiced’ up the cider scene, by introducing Savanna Chilled Chilli. The same crisp dry Savanna Cider that South Africans love, just with hints of chilli and ginger.
To launch the cider variant, Savanna collaborated with one of the spiciest brands around, Nando’s – to show the rest of the country flames. Not only is Savanna the people’s favourite cider, but it’s also the most innovative. Savanna has been pushing the flavour envelope and bringing the people bold Crisp and Dry variants that are refreshing and easy to drink.
In the campaign’s TVC, we are introduced to ‘Chakalaka Norris,’ protagonist and the spiciest man in South Africa. A character so spicy, he eats Nando’s in a Savanna ad.’
Devised by Grey South Africa/WPP Liquid for client Distell and directed by Peter Pohorsky of Plank Film Productions, a spicy new product innovation, such as this one deserved a spot that delivers the same amount of spiciness.
Justine Cullinan, Nando’s South Africa GM marketing: brand strategy and communication explains: “We are well-known as the home of PERI-PERI as well as spicy quips and clapbacks, so when Savanna approached us to collaborate with them on this saucy campaign, we were thrilled to be the meal of choice for Chakalaka Norris. We are also proud to offer the new Savanna Chilled Chilli to all our Nando’s Guests at an alcohol-trading Nando’s near them, free, with any purchase of our ¼ Chicken & Hotpot or ¼ Chicken & Festa Fries Grande meal.”
Director Peter Pohorsky comments on the production: “From the moment the team presented the idea to me, and I heard the punch line ‘he’s so spicy he eats Nando’s chicken in Savanna ads’ I was hooked. It’s ballsy, it’s funny, it’s South African, and it hits all the right buttons.”
“South Africa has been holding out for a hero and Chakalaka Norris might just be that guy. Unless he’s busy that day,” explains Fran Luckin, chief creative officer at Grey Africa. Norris is an instant icon and has had social media buzzing since the campaign launch.
Easily identifiable with a hint of red on the bottle and an alcohol percentage of 5.5%, Savanna Chilled Chilli is the hottest new accessory in stores, bars, and taverns across SA.
“We are all about doing things differently and are known for challenging the norm with our products and unique experiences. Savanna Chilled Chilli is the beginning of a new trend when it comes to ciders and the product you need to spice up your next get-together and spark up conversations,” says Eugene Lenford, Marketing Manager at Savanna. “Our new spicy kid on the block is just in time for spicier times. South Africans love a bit of spice when it comes to food, drinks, the weather and even their tweets. This innovation is boundary pushing in a sea of safe innovations around fruit flavours.”