The "Ivory Tracker" campaign by Amarula leverages the brand’s connection to Africa’s natural heritage to address the urgent issue of elephant poaching. The central brand proposition is a commitment to preserving African wildlife, aligning Amarula with a social cause that resonates deeply within its market context. By temporarily removing the iconic elephant from its label, Amarula symbolically demonstrates the tangible consequences of the ivory trade, positioning the brand as a conscientious stakeholder in conservation efforts rather than just a producer of alcoholic drinks.
From a strategic perspective, the campaign employs a documentary-style social experiment format to engage viewers on an emotional and intellectual level. The key insight driving the campaign is that raising awareness about the rapid disappearance of African elephants—a loss that would affect the continent’s identity and ecosystem—is likely to motivate consumers who value environmental and social responsibility. The messaging directly communicates the urgency of the issue, emphasizing dramatic statistics to provoke concern and action (e.g., one elephant killed every 15 minutes, potential extinction by 2030).
Targeting socially aware consumers in South Africa, where awareness of wildlife conservation may already be relatively high, Amarula taps into a sense of local pride and responsibility. The campaign’s creative angle—removing a beloved symbol from the product—makes the abstract problem visible and personal, encouraging the audience to join a collective movement via Amarula.com. This approach fosters a deeper emotional connection that transcends typical brand messaging, creating relevance through activism and community involvement while reinforcing the brand’s African identity and heritage.
FORMAT#3 SYMBOLIZE THE PROBLEM — Uses symbols or analogies to represent the problem instead of showing it literally.
The Amarula "Ivory Tracker" campaign fits FORMAT#3 because it employs a symbolic act—removing the iconic elephant from their label—to represent the dire problem of elephant poaching in Africa. Rather than directly demonstrating the product or embedding the product in a story-driven resolution, Amarula leverages the disappearance of the visual symbol (the elephant) as an analogy for real-world extinction. The documentary/social experiment genre and the tagline "#DontLetThemDisappear" further reinforce the use of a powerful metaphor rather than a literal depiction or a simple problem–solution structure, squarely positioning this campaign as a clear example of symbolizing the problem at hand.
1. Castle Lager – Positioned as South Africa’s iconic and proud beer brand, Castle Lager leverages heritage and national pride. It differentiates through its consistent quality, deep local roots, and sponsorship of major sports and cultural events, positioning itself as a unifying beverage for all South Africans.
2. KWV – Known for its premium range of brandies and wines, KWV focuses on craftsmanship and tradition. It appeals to consumers seeking authentic South African heritage combined with a sophisticated and refined drinking experience, emphasizing quality and legacy.
3. Savanna Cider – Savanna positions itself as a crisp, refreshing cider with a modern and adventurous spirit. It targets younger, urban consumers who appreciate a trendy alternative to mainstream beers and spirits, emphasizing natural ingredients and bold flavor profiles.
4. Jack Daniel’s – As a global whiskey brand with strong presence in South Africa, Jack Daniel’s differentiates through its iconic Tennessee heritage, emphasizing authenticity, craftsmanship, and a rebellious spirit. The brand appeals to consumers looking for premium imported whiskey with a distinctive character.
5. Amarula – Amarula itself is positioned as a uniquely African cream liqueur made from the marula fruit. It emphasizes exotic, natural ingredients and a connection to African wildlife and conservation, blending indulgence with a social and environmental message.
Q: What is Ivory Tracker about?
A: Ivory Tracker is a professional campaign launched by Amarula in 2017 in South Africa, created in partnership with the agency FCB. The campaign centers on a powerful film that addresses the urgent crisis of elephant poaching, highlighting the statistic that every 15 minutes an African elephant is killed for its ivory. To dramatize the threat of extinction, Amarula temporarily removed the iconic elephant from its product label, using this absence as a symbol of what could be lost. The campaign aims to raise awareness, drive consumer engagement, and encourage support for elephant conservation through Amarula.com.
Q: What creative device does Ivory Tracker use?
A: Ivory Tracker employs FORMAT#3 SYMBOLIZE THE PROBLEM, as classified by Clapboard’s 12-format taxonomy. Rather than depicting the issue literally, the campaign uses the symbolic act of removing the elephant from Amarula’s label to represent the real-world disappearance of African elephants due to ivory poaching. This metaphorical approach, reinforced by the documentary-style film and the call-to-action hashtag #DontLetThemDisappear, transforms an abstract conservation issue into a tangible and emotionally resonant message for viewers.
Q: What is the campaign proposition for Ivory Tracker?
A: The campaign proposition for Ivory Tracker positions Amarula as a brand deeply committed to African wildlife preservation, leveraging its heritage to address the pressing issue of elephant poaching. By removing the elephant from its label, Amarula makes the consequences of the ivory trade visible and personal, targeting socially aware South African consumers who value environmental responsibility. The campaign’s messaging underscores the urgency of the crisis, aiming to inspire collective action and align the brand with ethical consumption and conservation, thus reinforcing Amarula’s identity as more than just a cream liqueur.
Q: How does Ivory Tracker rank in Clapboard's archive?
A: Ivory Tracker holds a Clapboard Campaign Score of 66/100 in Clapboard’s global ad archive. This score reflects the campaign’s creative ambition, execution quality, and cultural relevance as assessed by Clapboard’s curatorial standards.
Q: Who are the competitors in Amarula's category?
A: In Amarula’s category, key competitors include Castle Lager, which is positioned as South Africa’s iconic beer brand rooted in heritage and national pride; KWV, known for its premium brandies and wines that emphasize craftsmanship and tradition; Savanna Cider, targeting younger, urban consumers with its modern, adventurous positioning and focus on natural ingredients; and Jack Daniel’s, a global whiskey brand with a strong South African presence, appealing to those seeking authenticity and a distinctive imported spirit. Amarula differentiates itself through its unique African cream liqueur profile and its alignment with wildlife conservation.
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