Savanna’s marketing manager Eugene Lenford has opened up to defend the brand against the “irresponsible” dance challenge that has gone viral on social media as he denies every knowledge and support from the brand on such a challenge.
The challenge which sees consumers posting photos and videos of themselves with bottles of the cider balancing on their heads, chins, or backs, got social media users attacking the cider and its consumers who took part in the unofficial “Savanna challenge” for the return of level 3 lockdown.
In the defense of the cider brand, 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.”
Eugene Lenford added:
“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 . We do not encourage binge drinking, or any kind of risky behaviour, and we ask that people pace themselves and know their limits.”
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.
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