The enigma of Africa is hard to define. A continent with many significant characteristics and a rich history, offering unique experiences and memories to those lucky enough to set foot on its soil – it is undeniable that there is something very special about Africa. It can be something we feel, smell or taste; it’s in the stories we tell, the human connections we make, the clothes we wear; it’s something we say or something we create.
Amarula Cream Liqueur, a unique offering from South Africa, has traditionally been known as an after-dinner treat reserved for special occasions, but when considering the flavour and taste of Amarula and Africa, there is no single occasion or box to put it in. Distell and Grey Africa launched a new television commercial and series to bring to life and to showcase not only the versatility of Amarula but also #ALittleSomethingSomething about Africa.
Mncedisi “Junior” Jekwa, Distell’s Marketing Lead for Brandy & Liqueurs, adds that: “Similar to how Africa is collective of experiences made up of its people, its culture and nature, Amarula is made from real Marula fruit, grown in the wild and harvested only in sub-Saharan Africa, working in partnership with local communities and wildlife conservations. Amarula is Africa in a bottle and the Marula fruit is that little something-something that Amarula brings to the world. Amarula is the perfect accompaniment for those everyday occasions that connect and bring people together, to share in life’s simple pleasures. The new direction is one step in our journey to bring a new and modern expression to our Amarula story, while maintaining the warmth, vibrancy and optimism of Africa, and the unwavering quality taste that Amarula delivers.
To bring this experience to life and to showcase what gives us the edge as Africans, we asked three of South Africa’s top creators to make us a little something-something true to their African spirit. The result was a one-of-a-kind garment – a modern twist on a hearty South African dish and a striking masterpiece the likes of which we’ve never seen before.