According to Savanna, it faced some trials at the end of 2021 in supply and demand due to numerous global challenges compounded by shipping delays.
Apart from working hard to find practical solutions to get the product into stores, the brand knew that it had to offer a sincere apology to its consumers.
According to Savanna, this campaign is an example of what can happen when a brand team and agency team work together as partners. According to Savanna the team worked together on short term and longer-term approaches to own the situation and make up for it.
According to Savanna, instead of letting speculation run its course, the brand was the one communicating the truth to the media and its audience.
"Brands tend to lay low when controversy hits. Savanna, in this instance, did not avoid the confrontation. Rather, it leaned into it. We owe it to our community. There is an authentic bond between the brand and the people, and it's a relationship based on listening, hearing and then, very importantly, finding solutions and taking action," says Steph van Niekerk, creative director at Grey / WPP Liquid.
According to the brand, it is still early days since the introduction of the cans and the trial, but the response from fans has been positive. Social media users are noting the brand's ability to not only listen to them but to offer a solution.
Carla van Pletzen, BUD Grey PR / WPP Liquid, explains, "We were facing a potential crisis that could gain momentum very quickly. Tackling an issue head-on and taking the lead to put out a truthful narrative does not come without any risk. Still, transparency and an honest apology (and a solution now) went a long way for Savanna in this instance."
van Pletzen concludes, "With full access to the brand team in the media answering all questions, consumers also got to see compassion and accountability from the brand they love so much."
For more information, visit
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