Savanna Cider has issued a statement distancing itself from what it calls “irresponsible and damaging consumer-generated social media activity”.
This comes after the brand was repeatedly tagged in a series of social media posts, dubbed “Savanna Challenge”, showing consumers downing Savanna bottles in one go or balancing them on their heads and other body parts.
All of this as the country is in the throes of the coronavirus pandemic, warranting the need for social distancing along with increased responsibility in public spaces and at events.
Guys, kanti what exactly is in Savanna?😭 pic.twitter.com/Vytvi3ml1r
— DripDonDada (@MandyG_04) January 3, 2021
Ohns, what do they out in savanna ai? Asking for myself. pic.twitter.com/YoSuRF1KSy
— LOCAL MAN (@Xhipungu) December 30, 2020
This week, Savanna said the challenge was not supported by the brand.
“Unfortunately over the past few weeks the Savanna brand has been tagged and associated with irresponsible and damaging consumer-generated social media activity,” it said in a statement.
“This challenge was initiated by consumers and uses the brand name in hashtags but is in no way initiated, supported or promoted by the Savanna brand," added Savanna’s marketing manager Eugene Lenford.
He said the brand promotes responsible drinking and encouraged consumers to engage and continue to tag the brand for their responsible and safe memorable moments.
“We do not encourage binge drinking, or any kind of risky behaviour, and we ask that people pace themselves and know their limit.
He said due to the recent ban on alcohol sales during level 3 lockdown, Savanna had paused all branded promotions across all channels and would continue to monitor social media activity and maintain its efforts to drive responsible messaging and behaviour.