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Amarula creates on-pack promotion for elephant conservation experience in Africa

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By Ishbel Macleod, PR and social media consultant

November 10, 2011 | 1 min read

Premium South African cream liqueur brand Amarula has created an on-pack promotion, offering UK consumers an elephant conservation experience in Africa.

The promotion, which runs until the end of the year, was created in house by Amarula's global marketing team. Promotional bottles feature competition neck collars and a QR code, with consumers pushed to enter the online competition.

Katie Jones, Amarula brand manager at Cellar Trends, said: “This promotion offers consumers a chance to discover the spirit of Amarula with an incredible African prize. It also provides us with a means of communicating the Amarula story and the important conservation work undertaken by The Amarula Trust.”

The competition winner will be flown to the Kruger National Park during the marula fruit harvest season in March/April 2012, where they will accompany specialist elephant researchers and veterinarians from The Amarula Trust, the conversation project set up by Amarula to support nature, wildlife and sustain African communities.

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