'Savanna Premium Cider is an unlikely suspect when it comes to promoting vaccination, however, that's what the Savanna brand has been doing.' - via
An unlikely suspect?
What absolute bullshit!
In a brand new above-the-line campaign called #OurBestShot the brand is promoting the other societal benefits of getting the jab.
But as much as alcohol brands would have you believe that they are just doing their bit to get people aware of the benefits of vaccinations - there are very good business reasons as to why booze brands like Savanna are promoting vaccinations.
The most obvious one is that when there is no on-consumption of alcohol when economies are in lockdown.
In South Africa - a non-vaccinated population will lead to an ongoing re-emergence of the virus, which hurts the liquor trade because of government alcohol sale bans.
So don't be fooled by the apparent do-gooder sentiment dished out by big-booze trying to make out that you are just doing your civic duty.
Obviously spreading the message can't hurt, but also let's just be very clear that it's not just about you doing a heartfelt, good deed.
Alcohol brands are certainly NOT unlikely suspects when it comes to promoting vaccination messaging.
If you had been paying any kind of attention to the industry in the last 12-months you would have noticed that liquor brands around the world are doing their utmost to reignite the on-consumption trade - because it makes a huge difference to their bottomline.
Heineken did it:
Budweiser did it:
'Unlikely suspect' - oh please.
The biggest side effect of a non-vaccinated country for Savanna is decreasing sales growth; a small detail that doesn't seem to appear anywhere in the article.