Savanna is one of the best selling and most popular cider brands in South Africa. It uses dry, deadpan, tongue-in-cheek humour in all its communication.

The voice for Savanna is Barman Larry who offers advice to distressed people but invariably gets it completely wrong, due to the ambiguity of the problem and the fact that he takes everything so literally.

The objectives of the radio campaign were to create brand awareness and build on Savanna’s well known pay-off line: ‘It's dry, but you can drink it’.