CONCEPT
THE AMARULA CIRCLE
Film: Evan Pantiel
The Challenge
Amarula is a premium handcrafted cream liqueur from South Africa made from the Marula fruit. The brand came to Story with an identified need to increase its relevance and preference, and create a greater focus on storytelling and brand-building communication than before. Story was asked to take the Amarula brand on a journey and to create an engaging concept that can live unrelated to time and platforms.
The Solution
Based on Amarula's global strategies, we developed a concept to create a context where craftsmanship and community are highlighted in a natural way with local relevance. We developed “The Amarula Circle”, a concept that now forms the basis for all of Amarula's external communication in Sweden. Amarula's warm happy spirit is about celebrating the time we share with each other and appreciating it. Just as humans and animals have gathered around the legendary Marula tree for thousands of years, we gather in The Amarula Circle to be inspired and learn together. The concept has so far been activated in social media and as events.
The Result
The first event within "The Amarula Circle", took place in april 2022 at the greenhouse at Vita Bergens Malmgård. Together with Atelier Fleur, we celebrated spring, invited all guests to tie their own bouquets and acclaimed bartender Bella Porcile served specially composed drinks. The event was very appreciated and resulted in 77 frames on Instagram Stories, a reach of almost 300,000 and plenty of beautiful content to use in Amarula's social channels. More results and opportunities to shine a light on craftsmanship will come in the near future!
