Savanna is always drunk straight from the bottle with a lemon slice wedged in the neck. Lemons have therefore become synonymous with Savanna and we can now conjure up immediate hankerings for Savanna with use of lemon imagery. We’ve even created giant lemon costumes for the promotional staff to wear when they interact with consumers. So, recently when Arbour Day rolled around it was the perfect opportunity to be responsible while still having as much fun as possible.

The initiative proved to be massive. Each of the thirteen outlets received a hundred trees. The result: 1 300 trees were snapped up by consumers within an hour (this obviously meant 1 300 cases of Savanna sold, an increase from 50% to 80% for the various outlets respectively), drawing favourable comments from Savanna loyalists and converting new ones. All thirteen stores contacted the Savanna brand manager to request that this initiative be repeated, prompting him make it an annual date on the Savanna calendar. So until next year, when all that you will see is just another lemon tree.