Amarula has decided to temporarily remove its icon‚ the elephant‚ from the label of the creamy drink to drum home the danger of ivory poaching.
Up to 30‚000 African elephants are killed each year – equal to one every 15 minutes‚ according to the Tusk conservationist group.
“To illustrate this harsh reality‚ Amarula has decided to remove the elephant from its label to illustrate to consumers the impact of ivory poaching. This is part of the #DontLetThemDisappear campaign‚ an initiative which seeks to raise global awareness on ivory poaching and the work currently being done by Amarula Trust and WildlifeDirect in the continued fight against ivory poaching‚” said Saramien Dekker‚ Amarula Global Brand Development Manager.
The campaign will run for the month of August.
“Removing the elephant from our logo signifies our commitment to the fight against ivory poaching and saving the African elephant from extinction. If we don’t raise awareness to stop the ivory trade‚ elephants will disappear – just like the one our label‚” added Dekker.
The Amarula Trust and WildlifeDirect are concerned there is a “very real possibility that the African Elephant could disappear by 2030”.
An elephant protection project in Botswana and research project in KwaZulu-Natal have also received funding from the Trust in recent years.
Amarula is sold in over 100 countries. It started life in 1983 as a clear spirit‚ before changing to a cream liqueur in 1989. Much of its stock is exported. Business Day reported recently that only about 30% of Amarula volume is sold in South Africa.
Source: TMG Digital.